Molecule, Water-Only Cafe, Sells Filtered NYC Tap Water In East Village Store
By Serena Solomon, DNAinfo Reporter/Producer
EAST VILLAGE — A new café recently opened up on East 10th Street — but don't expect to find customers sipping on lattes.
Molecule, aka the Water Café, is filtering New York City tap water down to its purest form and serving it for $2.50 to thirsty local patrons using a custom-made device worth more than $20,000.
"It's about treating water a little more consciously, mindfully and respectfully," said co-owner Adam Ruhf, 32, who has a background in music and activism.
But the store is not only planning to peddle its gallons for in-home use, as passersby can stop in for a quick gulp — complete with an option to add vitamin supplements to their H2O cocktails.
The store has been in the works for 18 months, with Ruhf taking the concept of self-service water shops in Los Angeles and building on the theme.
"This is like a water store 2.0," he said of the opening, which was first reported on EV Grieve.
Ruhf knows first hand the healing properties of purified water, claiming that drinking it regularly helped eased the pain caused brought on by two serious car accidents that left him without a spleen and a leg held together with metal pins.
"It's more of an intuitive thing about cleanliness," he explained of how water helped him recover. "Not wanting toxins [from unfiltered water] to further inhibit my recovery."
His store, located between First Avenue and Avenue A, first takes city water heavy with chlorine, fluoride and compound metals and sends it through its towering 8-foot filter behind the counter.
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