Toby’s Estate Brings Australian Coffee Culture to Tribeca with Quirky Debora Szpilman Illustrations
The corner of 310 Greenwich Street has a new resident. Australian coffee powerhouse Toby’s Estate has officially opened its doors in Tribeca, marking a significant expansion for the brand. The space is a collaboration of international talent, combining sharp architectural design with a playful, character-driven visual identity.
Toby’s Estate Coffee illustrations by Debora Szpilman
Toby’s Estate Coffee illustrations by Debora Szpilman
From a Garage to Greenwich Street
The history of the brand is a classic story of career pivot and obsession. Toby Smith was an Australian lawyer who left his legal career to travel across coffee-producing regions globally. He learned the trade from the ground up, eventually roasting his first beans in his mother’s garage. This DIY spirit has evolved into a global presence, with the Tribeca location joining a network of cafes spanning Australia and the Middle East.
A Visual Feast by Debora Szpilman
Toby’s Estate Coffee illustrations by Debora Szpilman
The aesthetic of the new store is defined by a collaboration with illustrator Debora Szpilman. Commissioned by Madeline Prachar and King & Partners, Debora’s work provides a spirited counterpoint to the New York City backdrop. Her illustrations appear across a wide range of touchpoints, including:
Custom Menus: Large-scale and handheld graphics that guide the morning rush.
Merchandise: A coveted collection of tote bags and lifestyle goods.
Limited Edition T-Shirts: High-demand apparel that translates the cafe’s energy into wearable art.
A central element of the creative brief was the inclusion of Toby Smith’s own dog. Debora has integrated the beloved pooch into the store’s visual narrative, adding a personal and lighthearted touch to the professional environment.
Toby’s Estate Coffee illustrations by Debora Szpilman
Toby’s Estate Coffee illustrations by Debora Szpilman
Designing the Space
While the illustrations provide the personality, the physical environment is the work of New York Design Architects. The interiors reflect a sophisticated urban sensibility that complements the Tribeca neighborhood. The design creates a balance between the functional requirements of a high-volume roastery and the welcoming atmosphere of a local neighborhood hub.
The result is a flagship that feels both globally established and locally curated. With its mix of Australian coffee heritage, New York architecture, and Szpilman’s bold illustration style, the Tribeca opening is a significant addition to the city’s caffeine landscape.
