It's so cool, it's a secret.

At least that's how Seattle's newest coffee shop appears during it's invitation only roll-out.

At the Pike Place Market, Storyville Coffee Company is brewing intrigue at what is described a new coffee experience.

We don't think Seattle needs another coffee shop, said Storyville Co-President Jamie Munson. It needs a new coffee experience and we're here to build the dream, the ultimate coffee experience.

The brochure is a story book, inviting selected guests to the free roll-out.

Starting October 1, the public and the prices kick in.

A latte is priced at $4 and a pound of special blend coffee beans, roasted on Bainbridge Island, is $32.

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