Matt Moinian, the hotelier who founded Felix, opened the Park Avenue South cafe in NoMad in September 2018 with coffee professional Reagan Petrehn and San Francisco-based designer Ken Fulk, whose team designed the interior.
Green coffee is delivered to Houston, where Fresh Brew Group CEO Al Ansari leads the roasting on a 12-kilo Probat. As of November 2026, Felix has five cafes: four in New York and one at the Hotel Jerome in Aspen.
