{"type":"root","children":[{"type":"paragraph","children":[{"type":"text","value":"A SHARED OBSESSION","bold":true},{"type":"text","value":"\n\nToma Café was born from a near-visceral impulse: after a trip to New York, Santiago and his partner Patrick knew Madrid needed something different. A place where coffee wasn’t just about consumption, but about culture."}]},{"type":"paragraph","children":[{"type":"text","value":"“It was a tiny little kiosk, but people were constantly coming and going. We thought: there has to be a place like this in Madrid. Two months later we had rented a space, had a logo, a name… it was an explosive genesis.”"}]},{"type":"paragraph","children":[{"type":"text","value":"At the time, the city lacked a clear reference point for specialty coffee. And for Santiago, that wasn’t an option — a European capital should be up to the standard. “Madrid didn’t believe it, but yes, it was missing.”"}]},{"type":"paragraph","children":[{"type":"text","value":"TIME & HOSPITALITY: THE TRUE LUXURY","bold":true},{"type":"text","value":"\n\nAt Toma, time isn’t measured in minutes, but in atmosphere. In a world where everything is optimized, they slow things down."}]},{"type":"paragraph","children":[{"type":"text","value":"“Time is sacred. We offer a space where we welcome people, where we give our best. Behind every cup, there’s obsession — a lot of invisible work.”"}]},{"type":"paragraph","children":[{"type":"text","value":"Beyond technicalities, Rigoni champions a kind of hospitality that’s close, spontaneous, full of life. “We want to strip cafés of this dramatic new code of perfection. Let there be noise, dogs, crying babies — let’s lower the music if needed. That’s care, too.”"}]},{"type":"paragraph","children":[{"type":"text","value":"AESTHETICS AND RESILIENCE","bold":true},{"type":"text","value":"\n\nEach Toma location has its own character. They reject replicas and uniform design. For them, aesthetics — far from being a fetish — are a statement of intent."}]},{"type":"paragraph","children":[{"type":"text","value":"“Replication is the worst. Every place has to have its own essence. We don’t want to follow the trend of all cafés looking the same. We’re independent — we can afford to play.”"}]},{"type":"paragraph","children":[{"type":"text","value":"Warmth, he says, is their true common thread. And it’s built through small gestures: knowing someone’s name, serving their coffee before they even ask."}]},{"type":"paragraph","children":[{"type":"text","value":"THE CLOTHING, THE NEIGHBORHOOD, THE ESSENCE,...","bold":true},{"type":"text","value":"\n\nFor Santiago, dressing is also part of that daily ritual. He cares about functionality, but also about the story behind each piece. “I wear clothes until they break. And if they break, I fix them. I don’t change clothes by season.”"}]},{"type":"paragraph","children":[{"type":"text","value":"As for the neighborhood — where Toma and THE (REAL) GARCIA share streets and energy — he expresses a clear hope: that the independent spirit won’t be lost. “I hope there are more businesses where the owner is present. Where they’re not invisible. Less big groups, more local brands.”"}]},{"type":"paragraph","children":[{"type":"text","value":""}]},{"type":"paragraph","children":[{"type":"text","value":"A HUMAN CHAIN","bold":true},{"type":"text","value":"\n\nBehind every cup of coffee lies a story. A process. A network of manual and artisanal work that Rigoni deeply values."}]},{"type":"paragraph","children":[{"type":"text","value":"“We couldn’t be who we are without recognizing that behind the cup is a huge chain of hands. Our job is to convey that. To tell the story. So that the person sitting down for a coffee understands what’s behind it.”"}]}]}