NOW! JAKARTA | Look Inside Starbucks’ Coffee Dreamland in Shanghai
LOOK INSIDE STARBUCKS’ COFFEE DREAMLAND IN SHANGHAI
|

In 2014, Starbucks opened the world’s first Reserve Roastery, a one-stop theatre experience in coffee artistry, in Seattle, Washington. At the end of the year, the world’s largest and most beautiful the Starbucks Reserve Roastery yet was launched in Shanghai, China. The Roastery comes with an unprecedented feast for the senses across almost 30,000 square feet of coffee wonderland with exquisite local craftsmanship.

The Roastery comes with an unprecedented feast for the senses across almost 30,000 square feet. 
Photo Courtesy of Starbucks

Located on a stunning 2,700 square meters - twice the size compared to the flagship Reserve Roastery in Seattle and the equivalent of 40 average NYC apartments - the Roastery features everything from Starbucks longest coffee bar to the world’s only 3D printed tea bar and Starbucks first Augmented Reality experience. The Roastery takes coffee lovers through a one-of-a-kind coffee journey that is sure to impress.

The Roastery in Shanghai is the epitome of coffee and retail innovation. As China is at the forefront of Starbucks’ vision for global growth and innovation, it was the perfect place for the largest Starbucks to open. China is the company’s fastest growing market with more than 3,000 stores across more than 130 cities, over 600 of which are in Shanghai, the largest number of stores globally of any city where Starbucks has a presence.

The design of the space was inspired by coffee and created exclusively in China for China. Photo Courtesy of Starbucks
The real coffee experience at the Starbucks Reserve Roastery, Shanghai. Photo Courtesy of Starbucks

Located on a stunning 2,700 square meters - twice the size compared to the flagship Reserve Roastery in Seattle and the equivalent of 40 average NYC apartments - the Roastery features everything from Starbucks longest coffee bar to the world’s only 3D printed tea bar and Starbucks first Augmented Reality experience. The Roastery takes coffee lovers through a one-of-a-kind coffee journey that is sure to impress.

At the entrance of this coffee dreamland, the customers will be greeted by the stunning site of a two-story, 40-ton copper cask adorned with over 1,000 traditional Chinese chops, or stamps, hand-engraved to narrate the story of Starbucks and Reserve coffee.

The design of the space was inspired by coffee and created exclusively in China for China, featuring a ceiling consisting of 10,000 handmade wooden hexagon-shaped tiles inspired by the locking of an espresso shot on an espresso machine.

Coffee dreamland comes to life

But most importantly, it’s all about the coffee - which the Shanghai Roastery has plenty of. It is home to three coffee experience bars, one of which is 88 feet (26.9 meters) long, making for the longest Starbucks coffee bar in the world. The coffee bar was handcrafted by renowned Chinese artisans and references the unique roasting curve of individual coffee beans.

As China is also well known for its tea-drinking tradition, The Shanghai Roastery also features China’s first Starbucks® Teavana Bar, a reimagined tea experience supported by the world’s only tea bar made entirely from 3D printed recycled materials.

Live Coffe Roasting which features Over 100 beverages on the Roastery menu. Photo Courtesy of Starbucks

It is home to three coffee experience bars, one of which is 88 feet (26.9 meters) long, making for the longest Starbucks coffee bar in the world. Over 100 beverages are on the Roastery menu, including Teavana tea infused with nitrogen as well as a new take on tea brewing with the Steampunk at Starbucks® Teavana Bar. 

The Shanghai Roastery also features China’s first Starbucks® Teavana Bar. Photo Courtesy of Starbucks

Here, one can find a unique beverage menu that is not available at any other Starbucks in China. Over 100 beverages are on the Roastery menu, including Teavana tea infused with nitrogen as well as a new take on tea brewing with the Steampunk.

The Shanghai Roastery also becomes the first Princi bakery and café location in Asia, with more than 30 skilled Chinese bakers and chefs on its premises. The Princi offers more than 80 menu items, baked fresh daily on-site, bringing acclaimed Italian baker Rocco Princi’s artisanal recipes to customers in China for the first time.

Starbucks first-ever in-store Augmented Reality (AR) Experience

Designed by Starbucks in collaboration with Alibaba, the Shanghai Roastery will become the first Starbucks location, and the first-of-its kind in China, to seamlessly integrate a real-time, in-store and online customer experience. Roastery customers are invited to immerse themselves in the first Starbucks Augmented Reality (AR) experience.

The first Starbucks Augmented Reality (AR) experience. Photo Courtesy of Starbucks

The AR experience is done effortlessly by simply pointing the phones at key features around the Roastery to receive live information about the Starbucks bean-to-cup story. Guided through the space by a custom-designed AR “tour-guide,” guests can unlock virtual badges and a unique Roastery filter to commemorate their visit.

Starbucks plans to open similar up-scale Roasteries in Milan and New York in 2018, as well as in Tokyo and Chicago in 2019. 


Leave a comment

Comments (0)