First Look: Starbucks' Immersive New York Reserve Store
The new Starbucks Reserve Empire State Building store opened its doors to the public this week. The three-storey, 23,000 square foot location will house workshops and guided tasting flights in addition to bars and stores selling coffee beverages, craft cocktails, merchandise, and food.
On the first floor, visitors can purchase Starbucks Reserve coffee beverages and seasonal hot drinks, as well as snacks and food from boutique bakery and café, Princi. The first-floor coffee bar will also be the only place to buy the specially designed and locally-roasted Reserve Empire State Building Microblend.
Moving to the concourse level, visitors will be able to get a first look at new cold brewing techniques at the Innovation Bar, take part in The Cold Pressed Espresso Tasting Experience and enroll in one of the reservation-only Starbucks Reserve Coffee Workshops. There will also be tableside flights available for purchase and consumption.
Up on the second level, guests can visit the restaurant and bar. Also featuring a menu from Princi, the eatery is open all day for brunch, lunch and dinner, and offers a selection of tasting boards and plates, and coffee-infused cocktails.
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“Starbucks Reserve locations are designed to spotlight our exquisite Starbucks Reserve® coffee and showcase our heritage, expertise, and dedication to coffee craft through interactive coffee experiences where barista craft is the cornerstone,” said Mark Ring, svp of U.S. retail at Starbucks. “The Starbucks Reserve Empire State Building store is a one-of-a-kind destination that highlights our commitment to push the boundaries of coffee craft and offer our customers new, immersive and multi-sensory coffeehouses that are designed to inspire and create moments of connection in this special space.”
Starbucks has had a presence in New York City since 1994, with stores operating out of the Empire State Building itself since 2008. The extensive Reserve location fuses the building's iconic art deco style with coffee-inspired accents and details, including colorful murals, glass partitions and paintings commissioned by New York-based artists. According to the company, Starbucks worked alongside the team at Empire State Realty Trust and enlisted the help of an historic landmark preservation consultant and the NYC Landmarks Preservation Commission to make sure any renovations maintained the building’s historic integrity and essence.
The coffeehouse giant describes Starbucks Reserve as “a selection of the rarest, most extraordinary coffees Starbucks has to offer,” with Reserve locations generally featuring large scale store footprints, immersive experiences, exclusive microblends and differentiated customer journeys. The program currently has a global portfolio of six other Starbucks Reserve Roasteries located in Seattle, Shanghai, Milan, New York, Tokyo, and Chicago.