Introducing the anti-café, where everything is free, but you pay 3 pence per minute to be there. Located in the fashionable neighborhood of Shoreditch, Ziferblat is the first of its kind in London. They have comfortable chairs and an internet connection, all you need for a long day at a café … Oh and if you start to get hungry? Just help yourself to some food, on the house of course… just as long as you are paying your 3 pence per minute.
The man above is Ivan Mitin, the great mind behind this social experiment. He has already started these little nooks in Russia and the Ukraine before trying it in London. It was met with success there but we will see how Londoners respond… after all it is one of the most expensive cities in Europe so this might serve as a refreshing oasis. About 45 minutes will only cost £1.35.
Mitin thought it would be as successful in London as it is in Russia and that is idea is universal because:
“It is a desire to be yourself and be loved unconditionally. Everyone wishes to get back to the fairytale of the childhood. Ziferblat reminds me of the idea of a treehouse — kids split together to build a small world of their own where the ‘stupid and artificial’ rules of society wouldn’t work.”
The name itself is a play on words – Ziferblat means clock face in Russian and German – and it seems only fitting for such a novel idea.