Starbucks Reserve Roastery opened in Shanghai
New multi-sensory retail experience offers customers an immersive manufacturing and cafe environment
Starbucks Reserve Roastery in Shanghai, the first fully immersive coffee experience in Asia, celebrated its opening. When the doors open to the world’s second Starbucks Roastery, created three years after the inaugural Seattle Roastery, customers will be greeted by a multi-sensory coffee experience in an interactive coffee and retail destination like no other.
The Roastery is the epitome of coffee and retail innovation for Starbucks in China, the company’s fastest-growing market with more than 3,000 stores across 136 cities, unprecedented for any global consumer brand and with immense growth opportunity. Starbucks already has more than 600 stores in Shanghai – the largest number of stores in any city where Starbucks has a presence.
As customers enter the Roastery and step through the front doors of the 2,700-square-meter building, they’ll be greeted by the stunning sight of a two-story copper cask, adorned with more than 1,000 traditional Chinese chops, or stamps, hand-engraved to narrate the story of Starbucks and coffee. As part of their experience, customers can visit many attractions including one of three coffee bars offering multiple brewing methods, explore specially-crafted teas at the 3-D printed tea bar, enjoy freshly baked Italian artisanal food by Princi, and marvel at the ceiling made of 10,000 handmade wooden hexagon-shaped tiles, inspired by the locking of an espresso shot on an espresso machine.
And, all along the way, customers can point their mobile devices around the Roastery for even more moments of discovery as they immerse themselves in the augmented reality (AR) experience. Integrating this technology into the store, located at 789 Nanjing Road W., in one of the world’s busiest shopping destinations, makes it one of the most advanced digital locations for Starbucks in the world.
“The affinity we have built with our partners (employees) and customers over the past 18 years in China is special and we knew we must bring the Reserve Roastery, our boldest, most premium store ever, to Shanghai, China’s bustling metropolitan hub and one of the world’s most dynamic retail destinations, as well as a gateway to customers from across Asia and the world,” said Howard Schultz, executive chairman of Starbucks Coffee Company. “We’ve created a space that both recognizes and celebrates our 46-year history of coffee leadership and retail innovation with China’s rich, diverse culture.”
A theater of coffee with a chinese focus
For the first time ever, unique, small-lot Reserve coffee which Starbucks sources from more than 30 countries around the world, including coffee from China’s Yunnan Province, will be roasted in China by eight highly trained Chinese coffee roasters – passing on 46 years of Starbucks roasting expertise to the first batch of Chinese roasters. Customers can watch the green beans as they are roasted, then sent through copper “symphony” pipes (named because of the musical sound the beans make as they travel through them) directly to silos at the coffee bars, where customers can enjoy a fresh cup of Reserve coffee, or to the in-house pack line to be packaged for distribution across Starbucks Reserve® stores in China.
The three wooden coffee bars, including one that is 27 meters (88 feet) long – the longest at any Starbucks – are handcrafted by premiere Chinese artisans and reference the unique roasting curve of individual coffee beans, executing the Roastery’s design vision of Liz Muller, senior vice president of creative global design for Starbucks. The bars serve as the stage where hundreds of baristas will handcraft some of the rarest, small-lot coffees in the world using one of six brewing methods: ModBar® Pour Over, Chemex, Coffee Press, Siphon, Espresso and the proprietary Clover-brewed coffee.
The Yunnan Reserve coffee, grown in Pu’er in Yunnan Province, is roasted and available exclusively at the Roastery in Shanghai. It’s the culmination of Starbucks ongoing, deep commitment to Chinese growers. Since 2012, agronomists at the China Starbucks Farmer Support Center have worked closely with farmers and the government to provide resources and expertise to improve quality and promote sustainable coffee-growing practices. Like the Shanghai Roastery, the Yunnan Reserve coffee truly is made “In China, For China.” The introduction of Yunnan Reserve coffee also signifies an important step in completing the Starbucks China supply chain, delivering premium coffee from bean-to-cup, and now introducing a rare, exquisite, yellow honey-processed cup of Yunnan coffee to a global audience.
A groundbreaking digital experience
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 – accessible through the custom-designed Roastery digital web-app platform or on Alibaba’s Taobao app – by simply pointing their mobile devices at key features around the Roastery to bring to life information about the Starbucks bean-to-cup story. To help customers create their personal Roastery discovery journeys, the Roastery digital web-app platform also incorporates a digital menu and will, intuitively through AR technology, share details of the coffee bars, brewing methods, as well as other not-to-be-missed unique online and offline experiences. Each step of the way, customers unlock a virtual badge and once all badges are earned, they receive a custom Roastery filter to commemorate the moment and share on social media. The Shanghai Roastery digital experience is designed by Starbucks and powered by Alibaba Group’s scene-recognition technology.
This experience also extends to Alibaba’s online marketplace, Tmall, allowing customers to purchase Shanghai Roastery and Reserve branded merchandise and whole bean coffee for delivery directly to their homes, or to register for specially curated coffee tasting experiences that can be enjoyed at the Starbucks Roastery in Shanghai.
channels: shop building, omnichannel, sales promotion, themed restaurant
