Starbucks Unveils Immersive In-Store Experience


China is Starbucks’ fastest growing market, with a new store opening at the astonishing rate of one every 15 hours. To ensure this influx of new stores is meet with continued enthusiasm the coffee giant is investing heavily in its in-store digital capabilities.  

The highlight its in-store firepower, Starbucks created a 30,000-square-foot tantalizing experience in Shanghai. Just three years ago, the company opened its flagship Reserve Roastery in Seattle, now Starbucks Reserve Roastery has outdone itself in China. Boasting coffee roasting, brewing, Italian baking, exquisite local craftsmanship, and more, the location offers a fully immersive coffee wonderland.

Twice the size of its flagship in Seattle, the Shanghai location features the longest coffee bar in the world (88 feet), a two-story copper coffee roasting cast, and a 3D printed tea bar for a truly one-of-a-kind experience. The new Roastery stimulates all the senses. Customers can watch baristas handcraft beverages through brewing devices, discover an animated hummingbird flying across a wall made of multi-paneled doors embedded with thousands of LED lights.

Customers can take a deeper dive into the Roastery experience by purchasing a curated tour of the building, booking a coffee tasting journey and more at the online Starbucks Roastery store. The online store offers a special tasting menu for a unique experience, while in the store, customers can buy the selected merchandise or whole beans and have it delivered directly to home extending the experience after leaving the store.

Designers wanted to capture the wonder that overcomes customers as they arrive in store by delighting and engaging them. That’s why Roastery visitors don’t have to stand in line to order. Instead, they can order from anywhere in the building by looking at the menu on the app, or pointing their phone at one of the hanging icons above the various bars ― they can talk with a roaming barista, pay on the spot, and be digitally notified when the order is ready, along with the location for pick up.  

Technology at the new Roastery allows customers to scan anywhere and everywhere, pointing phones at various locations around the store to get an insider’s look, including peeking inside the massive copper roasting cask, learning about methods, and more with its state-of-the-art augmented reality.

While this is the second Roastery to date, additional Roasteries are slated to open in Milan and New York in 2018, and Tokyo and Chicago in 2019.

To hear more about how cutting-edge retailers are driving the industry forward be sure to attend the “Rockstar Entrepreneurs and the Next Generation of Retail” panel discussion at NRF 2018. The session will take place on Sunday January 14, 9:30-10:15 am and will feature Michael Lastoria, &pizza; Marcia Kilgore, Beauty Pie and Soaper Duper; Dan Levitan, Maveron; Rachel Shechtman, STORY; and Manish Vora, Museum of Ice Cream.

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