Coffee Keystone Signs Lease with Madis Coffee Roasters at The Curtis
Keystone has finalized a long-term lease agreement with Madis Coffee Roasters of University City, securing a 4,679-square-foot space at The Curtis, a historic and architecturally significant building situated on Philadelphia’s renowned Independence Mall. CoffeeThe new location, which is set to open on March 21, 2025, will provide visitors with a unique experience while also serving as an educational space that highlights the artistry and precision of roasting.
Madis Roasters, well known for its dedication to quality, craftsmanship, and community engagement, has built a strong reputation in University City for its meticulous approach to from sourcing high-quality beans to expertly roasting them for the best flavor profiles. By selecting The Curtis as the home for its second location, Madis aims to bring this same passion for coffee to a broader audience, while taking advantage of the building’s rich history, striking architectural details, and close proximity to iconic landmarks such as Independence Hall and the Liberty Bell.
The decision to expand into The Curtis aligns with Madis’s mission to create a space that is more than just a café, but rather a hub where customers can immerse themselves in the intricate world of coffee. This new space will function as both a café and a roastery, allowing visitors to experience the journey of from bean to cup. Unlike conventional coffee shops that simply serve brewed beverages, Madis’s new location will offer educational opportunities, including demonstrations on roasting, brewing methods, and coffee tasting sessions, designed to deepen the appreciation of coffee culture among both enthusiasts and casual visitors.
The lease agreement marks another step forward in Keystone’s ongoing commitment to transforming The Curtis into a vibrant, mixed-use destination that seamlessly blends history, culture, and business. Originally built as the headquarters of the Curtis Publishing Company, the building has evolved into a dynamic space that houses a diverse mix of commercial, retail, and residential tenants. Coffee The addition of Madis Roasters further enhances the building’s appeal by introducing a high-quality coffee experience that will attract both tenants and visitors to the area.
“It’s a privilege to welcome Madis to The Curtis, further expanding the mix of tenants in the Independence Mall district,” said Rich Gottlieb, President and COO of Keystone. “Madis blends the historic charm of The Curtis with a modern coffee experience, aligning with our mission to enhance the vibrancy of this iconic neighborhood. We are excited to see how this addition will contribute to the growing energy and cultural significance of The Curtis.”
For Madis, the expansion to The Curtis represents not only an opportunity for growth but also a chance to engage with a wider audience in one of Philadelphia’s most historic and heavily visited districts. The company has built a strong following in University City due to its focus on direct-trade sourcing, sustainable practices, and innovative brewing techniques. By bringing these elements to a new location, Madis aims to foster a deeper connection with customers while elevating the standard for specialty coffee in the city.
“We’re excited to make The Curtis our new home,” said Eleni Navrosidis, co-founder of Madis Roasters. “This space is not just a café, but a community hub where we can connect with coffee lovers and offer an educational experience. Our goal is to inspire visitors with the complexity of coffee—whether through brewing methods, coffee profiles, or roasting processes—and make The Curtis a destination for both enjoyment and learning.”
Navrosidis emphasized that the design of the new location will reflect Madis’s commitment to craftsmanship and transparency in coffee production. The space will feature an open layout where visitors can observe the roasting process firsthand, gaining insight into the careful selection and preparation of beans from various regions around the world. Customers will also have the opportunity to participate in tasting sessions, where they can explore different coffee profiles and understand the nuances that make each brew unique.
The Curtis has long been recognized as an important cultural and business hub in Philadelphia, housing a variety of tenants across multiple industries. Keystone’s vision for the building includes curating a mix of retail, dining, and office spaces that cater to the evolving needs of the community while honoring The Curtis’s historic significance. The addition of Madis Roasters aligns perfectly with this vision, offering a gathering place that celebrates craftsmanship, education, and community engagement.
As the specialty coffee industry continues to grow, more consumers are seeking out experiences that go beyond a simple cup of joe. There is an increasing demand for transparency in sourcing, ethical trade practices, and hands-on experiences that allow people to engage with the process of coffee-making. Madis Coffee Roasters has embraced this movement, prioritizing relationships with farmers, sustainable sourcing methods, and innovative roasting techniques that highlight the true potential of each coffee bean.
The opening of Madis at The Curtis represents a significant milestone for both the roaster and the broader Philadelphia coffee scene. As more independent and specialty shops gain popularity, consumers are becoming more knowledgeable and interested in the origins of their coffee, the roasting process, and the intricate techniques that go into brewing the perfect cup. By providing an immersive and educational experience, Madis hopes to further cultivate this enthusiasm and appreciation for high-quality coffee.
Beyond serving expertly crafted espresso drinks and single-origin pour-overs, the new Madis location will host events such as cupping sessions, barista workshops, and guest speaker presentations on topics related to sourcing, sustainability, and innovation. These initiatives will not only enhance the overall coffee experience but also reinforce Madis’s commitment to fostering a sense of community among coffee lovers, industry professionals, and curious newcomers alike.
With the addition of Madis Roasters, The Curtis continues to evolve as a premier destination that seamlessly blends history, culture, and modern experiences. Keystone’s dedication to creating a diverse and engaging tenant mix ensures that the building remains a dynamic and attractive location for businesses, visitors, and residents. As Madis prepares to open its doors in March 2025, anticipation is already building among enthusiasts who are eager to experience the fusion of tradition, innovation, and craftsmanship that defines the Madis approach.
Through this strategic partnership, both Keystone and Madis Roasters are contributing to the continued revitalization of Philadelphia’s Independence Mall district. As more businesses and cultural institutions take root in the area, The Curtis stands as a beacon of progress and transformation, welcoming a new generation of businesses that honor the past while shaping the future. The arrival of Madis Roasters is not just an expansion—it is a testament to the enduring appeal of high-quality, community-driven experiences in the heart of one of America’s most historic cities.
