the upper west side is getting a new coffee shop-and two entrepreneurs are realizing a longtime dream. since brother-and-sister team jonathan and gabrielle rubenstein started joe the art of coffee in 2002, getting a location on the upper west side was a main goal. six years and four locations later, the café is finally coming to columbus avenue. "it's utopia in terms of finding a location," said jonathan rubinstein. "it's the only place we ever wanted to be." joe is an award-winning coffee shop known for its sophisticated brews, tasting events and classes that celebrate the culture of coffee. the rubinsteins looked to open their first store in the upper west side, but timing led them to the west village instead. but the fifth store was finally the charm. the store is slated to open by the end of march at 514 columbus ave., between west 84th and 85th streets. "we've never given up on the upper west side," rubinstein said. "we feel like it's uncharted territory for specialty coffee." as the neighborhood emerges as a restaurant destination, rubinstein said he is exited to be a part of the "resurgence" of great restaurants in the area. "it's the perfect population of family, young people, professionals and tourists," rubinstein said. "everything we think is important."