HUMO (at SEUM)

What HUMO is

HUMO is a coffee and matcha bar on the second level of SEUM, a concept store at Hamburgo 14 in Colonia Juárez that sells Mexican and Latin American designer clothing. SEUM was designed by Giuseppe Ayanegui, creative director of the fashion label AYANEGUI, who asked the builders for a deliberately rough version of brutalism: raw concrete, black surfaces, aluminium and stainless steel details, white directional lighting and mirrors. The name HUMO means smoke, and the store’s own line on it is “respiras humo y eres humo”, you breathe smoke and you are smoke.

The entrance is marked by a large concrete sculpture of a naked male torso. Upstairs the coffee space is bigger than the store below suggests, with huge mirrors, leather sofas and a concrete bar top resting on enormous stones. There are a couple of tables outside. SEUM describes itself as a cultural ecosystem where fashion, architecture, coffee, sound and image share one address, and it also rents a photography studio, hosts small art shows on its walls and runs brand events.

HUMO holds no guide listing or award. It is a design-led café that people visit for the space and the drinks, with a Google rating of 4.6 from a few dozen reviews as of 2026.

Who is behind it

Giuseppe Ayanegui founded the AYANEGUI label, a Mexican brand that describes its clothing as Bauhaus-inspired, ergonomic and functional. SEUM began as an extension of the brand, a multibrand store to support national and Latin American designers, and Ayanegui says he took the structure and silence of a museum as the model. HUMO was announced in Revista 192’s concept-store roundup as the store’s café-bar, opening a month after the shop, with smoked cocktails and wine planned for the evening. No barista or coffee roaster is named publicly.

How the menu works

There is no food menu to speak of. HUMO is a drinks bar with a short list written up at the counter and a few pastries in a case.

• Coffee: espresso drinks and a few signatures, including an espresso with yuzu tonic and a Jamaica (hibiscus) espresso tonic.
• Matcha: hot and iced matcha latte, matcha with coconut water, a strawberry matcha the café promotes as the best in the city, and a coconut matcha.
• Other: horchata latte, cacao latte, and a small bar list with a dirty martini.
• Food: cookies and croissants, including a croissant blackened with activated charcoal.

Milk alternatives are available for the lattes. There are no savoury dishes, so this is a stop between meals rather than a place for lunch.

What I drank

When I filmed in September 2026 I tried the coffee and matcha with the toppings that make the menu unusual, coconut water, horchata and yuzu tonic, and the food was limited to cookies and activated charcoal croissants. The space was what stayed with me: the concrete torso at the door, the mirrors, the leather sofas and the bar on its stones.

What it costs

HUMO does not publish a price list online. Reviews on Google and the InTravel listing describe the prices as accessible for Colonia Juárez, which for a specialty café in this neighbourhood means:

Item	Price
Espresso drinks	roughly 70 to 110 MXN, about 4 to 6 USD
Matcha and signature drinks	roughly 100 to 150 MXN, about 5 to 8 USD
Pastries	roughly 60 to 120 MXN, about 3 to 6 USD

These are ranges from comparable Juárez cafés and my own visit rather than a printed menu, so treat them as a guide. Cards are accepted and there is no service charge for takeaway.

Do you need a reservation

No. HUMO is a walk-in coffee bar and does not take bookings. SEUM’s photography studio and event space are booked separately through the store. The busiest hours are weekend afternoons, when shoppers and people photographing the interior overlap.

Opening hours, listed on SEUM’s and HUMO’s profiles in 2026: Monday to Saturday 11:00 to 19:00, Sunday 11:00 to 17:00. There is no early-morning service.

Getting there

• Address: Hamburgo 14, Local 2, Colonia Juárez, 06600 Cuauhtémoc, Mexico City. SEUM is Local 1 on the ground floor and HUMO is the level above.
• Neighbourhood: the eastern end of Calle Hamburgo, a few blocks from Paseo de la Reforma and the Ángel de la Independencia, on the edge of the Zona Rosa.
• Metro: Insurgentes (Line 1) is about ten minutes on foot; Cuauhtémoc (Line 1) is a similar distance.
• Metrobús: Line 1 on Avenida Insurgentes, stop Hamburgo, then a short walk east.
• Walking: about ten minutes from the Ángel de la Independencia, fifteen from the Glorieta de Insurgentes.
• Parking: street parking on Hamburgo is metered and scarce; public car parks sit around the Zona Rosa. Ride apps are the practical option.

Before you go

• Go in the afternoon. Doors open at 11:00 and close at 19:00, or 17:00 on Sunday, so this is a post-lunch or pre-dinner stop.
• Expect takeaway. A few sofas and a couple of tables outside; there is no laptop culture and no table service.
• Dress code is none, but it is a fashion store. You walk through the shop to reach the café, and the walls double as a gallery, so browsing is part of the visit.
• Photography is welcome. The concrete torso, the mirrors and the bar are what most visitors come to shoot, and the store rents its studio to photographers.
• Cash or card. Cards are accepted; small purchases in cash are fine.
• Pair it with the neighbourhood. La Valiente, a tiny bakery café on Hamburgo 41, is a few minutes’ walk west, and Rekō on Reforma 390 is close for dinner afterwards.
• Check the hours before you go. The hours on this page come from the venue’s public listings, which drift, so confirm on Google Maps or the venue’s own channels before a special trip.

Watch the visit

The reel above walks from the torso at the door to the bar upstairs. For every place I have covered in the city, open my Mexico City map or browse the Mexico City recommendations.