In the heart of La Jolla, just mere seconds from the beach, a line of people fill the sidewalk. On any sunny day, driving by, you might wonder what they are waiting for. But then, you finally see the people leaving a café with beautiful drinks, pastries, and smiley faces. This café is Immersion Coffee. 

Immersion Coffee offers more than just coffee –– it provides a new experience of enjoying coffee that’s rooted in passion and community, by someone who has fully learned everything he could about this craft. 

“My journey into specialty coffee began in 2012, when I experienced truly high-quality coffee for the first time — it was a transformative moment,” Founder Ugur Iyigun, who brings more than 15 years of food and beverage experience from Turkey, reflected.

This newfound passion eventually crossed continents and found a new home in San Diego. After the COVID-19 pandemic, Iyigun received encouragement from a childhood friend — now business partner — Birtan Cetinoz, leading to the beginning of Immersion Café. “Over time, I reminded myself of the joy, creativity, and personal connection that coffee brings. That clarity reignited my motivation,” Iyigun explained. 

What started as a coffee truck quickly captured the hearts of locals by catering to local markets and communities throughout San Diego. “After our first sale, the positive feedback was immediate and overwhelming — we soon invested in a second coffee truck,” Iyigun said. 

For Iyigun, opening a physical store was the next step. The first location was in Little Italy, and upon opening, it truly flourished, giving them the ability to open a new location in La Jolla on May 14. When reflecting on the importance of having a physical location, Iyigun said, “A café would allow our community to reliably find us, experience our craft in a curated setting, and truly engage with the heart of what Immersion represents.” 

A prior Immersion Coffee visitor, Kaia Kuehn (‘28), said, “I think what makes this café so special is that there really isn’t any other place like it.” Kaia lives nearby and reflected on how this café broke away from stereotypical, classic cafés and instead offered new versions of well-known drinks, saying, “This cafe offers so many new options or not even that, they just create better versions of already popular drinks giving something new to the community.” This can be shown from the cafe turning a classic vanilla latte into a Vanilla Bean Flat White Latte or a plain matcha latte into a Strawberry Matcha, which catches many people’s attention.

Farren Moss (‘27), who dropped by after a morning waterpolo practice, said, “I loved it; the service was so good and the owner was there and was so nice! You can tell that they really care about what they sell.” Farren got the Strawberry Danish and the Strawberry Latte and enjoyed every last bite. She also tried the Strawberry Matcha and even after being someone “who is normally not a matcha fan,” she enjoyed it.

Stepping inside Immersion, one can feel the intention behind every detail. “The design of our La Jolla location was inspired by the minimalist elegance of Northern European and East Asian aesthetics,” Iyigun said. Immersion is decorated with dark wood accents that cover both the walls and counter, creating a minimalistic but warm space. Iyigen said, “It’s clean, modern, yet warm — inviting people to slow down and immerse themselves.” At first glimpse, you can see a vintage vinyl set on the side of the counter, which the owner Ugur Iyigun says “gives the space soul.” Another prior customer, Calvin Lubson (‘28), added, “I think the vintage vinyls are super cool. They make the space even more unique.”

Unlike many cafés with endless syrup options, Immersion’s menu is small but thoughtful. Immersion creates all of its items without artificial syrups and additives. They wanted to have sweeteners that add to, not overwhelm, the original flavors. “Immersion, we embrace simplicity — minimizing choices to reduce confusion and elevate clarity…intentional, and crafted to complement — not overwhelm — our beverages,” Iyigen said.

Above all, Immersion wants to create a satisfying experience. “Our beverages have an artistic, visual presence, and behind each one is a flavor profile designed to match that aesthetic with depth and intention. It’s this harmony between beauty and taste that makes Immersion unique,” Iyigun said. 

Although there are many current successes, the future also looks bright for Immersion Coffee. The owner revealed that he will be opening two new locations very soon — one in Carlsbad and another in San Clemente. He also shared that their coffee truck will be making a comeback. 

At its core, Immersion is a celebration of craft, community, and creativity. “The customers’ support means everything to me,” Ugur shared, “And Immersion is what it is today thanks to a group of passionate individuals who walk this journey with me, sharing the same dream and ambition.” 

Reviews

While visiting Immersion Café, I tried a mix of creative and classic options. From the smooth, subtly sweet Vanilla Bean Flat White Latte, to the refreshing Strawberry Matcha or the unique Orange Latte, each drink offered something special and impressed me. For example, the Chocolate Chip Banana Bread was a comforting, familiar treat, while the Strawberry Danish was a delicious surprise that I finished in no time. Altogether, everything I enjoyed reflected the cafe’s perfect blend of reliable favorites and unique creations. 

Vanilla Bean Flat White Latte

The Vanilla Bean Flat White Latte is a simple, classic choice that is hard to go wrong with. This drink is perfect for for those who don’t love the bold flavors of coffee but still want something comforting and smooth. The size is satisfying without being too much, and the pretty foam art on top adds a nice touch. It’s easy to see why this is one of the cafe’s top three most popular drinks. It’s approachable, reliable, and tasty, offering a gentle introduction to coffee without sacrificing flavor or style.

Strawberry Matcha

The Strawberry Matcha is a refreshing and delicious drink that blends the earthiness of matcha with the sweetness of the strawberry. The balance between the two flavors is perfect — with every sip, you get a taste of both. This drink wasn’t overwhelming, nor was it tasteless — it was delicious until the very last drop! Served iced, it’s perfect for a warm day, and the layered look of the strawberry and matcha looked like art. This was another one of the café’s top three drinks, and I can definitely see why. 

Orange Latte

The Orange Latte was a unique and creative drink that really stood out. Served iced, it combined rich chocolate notes with bright, citrusy orange — it was unexpected but very enjoyable. I couldn’t quite decide if it had matched what I had imagined about the drink, but the taste was definitely delicious and worth trying. The drink’s appearance was beautiful and held extra flair, especially with the candied orange slice garnishing the top. This latte is perfect if you’re in the mood for something sweet but also tangy; flavors that feel both fun and sophisticated.

Chocolate Chip Banana Bread

The chocolate chip banana bread is a dependable, classic treat that offers exactly what you’d hope for when ordering. It has the perfect amount of chocolate chips scattered throughout, adding just the right sweetness to the moist banana bread base. The portion size is not too big, but not too small. Sometimes, you just want something familiar and comforting, and this banana bread has it all! It’s simple, tasty, and pairs with any drink without stealing the spotlight. 

Strawberry Danish

During my time in the cafe, I was also given a complimentary strawberry danish, which was absolutely amazing! Despite being a traditional pastry, it definitely impressed with its perfect flaky pastry leaving a soft and buttery flavor. Additionally, in the middle of the danish there was a delicious strawberry cream on top of the original Danish filling, creating a very unique sweet treat. The strawberry topping added the perfect amount of sweetness and flavor creating an unforgettable pastry. I loved every bite so much that I finished it without hesitation. This was the perfect small surprise that made my visit feel extra special, and I’d happily get this again.

After trying these delicious items I would definitely recommend Immersion Coffee to anyone in the area. From the simple but delicious banana bread to the unique and bright orange latte, there is something on the menu for everyone whether you are a coffee lover or not!