San Francisco startup Corgi has opened a 24/7 cafe in London, targeting the very ambitious who want to work hard. The cafe, located in Shoreditch, is part hangout, part co-working spot where patrons are encouraged to bring their laptops and settle in.
Corgi community manager Claudia Maggi met me at the cafe, noting that I looked intrigued by the fresco above my head depicting a take on Michelangelo’s The Creation of Adam, with God, Adam, and the angels as corgis.
The cafe itself was not in the best shape, with a shabby look and exposed brick walls. The wifi was not working, and when I asked for a tea at 11:30pm, I was told they were not yet allowed to serve hot drinks overnight.
Corgi’s parent company, an AI insurance start-up, is headed up by co-founders Nico Laqua and Emily Yuan. They are already valued at around $4bn and are famous for their intense work culture. Laqua himself works seven days a week and sleeps for only three hours a night.
Related: IT consultant fined over data theft scandal
Such an intensive work culture is also encouraged for Corgi’s workforce, who work seven days a week. Two-thirds of the company’s first 30 members of staff have tattoos of the Corgi logo, and anyone who wants to take Saturday and Sunday off simply does not have a place at Corgi, says Laqua.
The cafe’s function as an extension of the Corgi worldview becomes easier to understand within this context. The first Corgi Cafe in San Francisco only opened in February, but already it seems to have a presence.
For the London opening, Maggi told me she had had to do no real marketing, just post on socials, where the community was ready and waiting. When I arrived at Corgi, it was packed, the target customer.
It is a strategic choice to land in London, rather than New York, with Laqua having a positive view of London.
Related: US imposes new tariff on Singapore goods
During my visit, I noticed a distinct sense of pride at being part of this new tech space. Many people when leaving would stop outside to take a picture of the striking orange shopfront, presumably to post on socials or share with their friends.
Corgi is not merely a company but a worldview, and the cafe has become a hub for tech enthusiasts who share this vision. As I left the cafe, I couldn’t help but notice the sense of community and camaraderie among the patrons, all of whom were united by their passion for tech and innovation.
They see it as a place to work and socialize.