Today we’d like to introduce you to Ugur Iyigun.
Hi Ugur, thanks for joining us today. We’d love for you to start by introducing yourself.
I’ve spent my entire life in the restaurant industry — both as part of a family business and through my own personal passion that began at a young age. While food was always central to my world, specialty coffee didn’t really emerge until my teenage years. In the late ’90s, the third wave of coffee began to take off globally, turning brewing into both an art and a conversation. Extracting the best flavors, experimenting with new methods, and sourcing rare beans became a kind of craft — and even a social flex among friends. What started as curiosity grew into a deep passion, and eventually, a full-blown obsession. I’ve now been working with coffee for over 25 years.
The turning point came when I got a call from my childhood best friend, Birtan — someone I went to middle and high school together. He had just returned from 15 years in China and recently settled in San Diego. His words were simple but powerful: “Why don’t you move here? Let’s combine our strengths and start something new. We can make it.” I packed up my business, my gear, and my life, and moved to San Diego in 2022.
Since then, I’ve been behind the bar with my espresso machine and brewing tools, fully immersed in the craft. We’ve recently opened two locations — one at Windansea in La Jolla and the other in Little Italy — under our new premium brand: Immersion. It’s the result of decades of experience, shared vision, and a relentless pursuit of quality.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road — but that’s part of what makes the journey so meaningful. When we first arrived in San Diego, we didn’t have a storefront or a following. We started on wheels — quite literally — with our mobile coffee trucks, bringing our coffee to farmers markets, local events, and community gatherings across the city. We even had the honor of serving at numerous Navy events, which gave us early support and helped us introduce our coffee to a wider San Diego audience.
It was a grind in every sense. Countless hours were spent loading, setting up, breaking down, and fine-tuning every aspect of our mobile setup. Pre-op and post-op routines became our daily rhythm, and for over two years, we carried our coffee bar on our backs — sometimes literally. There were long days, early mornings, and plenty of unknowns, but our goal was clear: to earn our place in the community, one cup at a time.
We faced all the usual challenges — navigating unfamiliar regulations, building brand recognition, managing financial pressures — but the mobile chapter taught us grit, discipline, and how to truly connect with our customers. That foundation made opening our brick-and-mortar locations even more meaningful. Immersion is built on hard work, mobility, and passion — and we’re proud of every step it took to get here.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
At Immersion, we see ourselves as part of the fourth wave of coffee — a movement that treats coffee with the same respect and intention as fine dining. We’ve moved beyond drink sizes and generic customization. Instead, each item on our menu is meticulously crafted with its own optimal espresso, milk, or matcha ratio — no guesswork, no shortcuts.
Our menu is intentionally minimal, with just four house-made syrups created from organic ingredients. Every special item is the result of careful testing and refinement. From the first sip, you’ll taste the difference — quality, balance, and depth in every cup.
When you walk into our space, you’ll feel it: calm, peace, and clarity. We’ve designed our environment to help you step away from the chaos of daily life — no noisy screens, no overwhelming menus, no confusion. Just space to pause, enjoy a delicious brew, and be in the moment.
Each drink is prepared in front of you, like a sushi master crafting nigiri — precise, focused, intentional. We believe in simplicity, consistency, and excellence. There’s no fast track to mastery, and we know we’re still on the journey — but we are committed to getting better every single day.
This is what we stand for: quality without compromise, hospitality with heart, and a calm space where even a short coffee break can feel like a small retreat.
Do you any memories from childhood that you can share with us?
One of my favorite childhood memories goes back nearly 30 years, to when my partner Birtan and I used to volunteer at our school cafeteria. We would sell gevrek — a Turkish-style bagel — along with ayran, a refreshing savory yogurt drink. It was a simple setup, but we took so much pride in it. Even at that age, we loved the feeling of serving others, creating a little moment of joy in the middle of a school day. It’s amazing how clearly I can still picture it — the laughter, the hustle, the sense of purpose. In many ways, those early mornings at the cafeteria were our first lessons in hospitality and craft — a foundation that still shapes how we do things at Immersion today.
Contact Info:
- Instagram: https://www.instagram.com/immersionsd/
