Wake up and smell the coffee: Starbucks Reserve
Starbucks may be best known for their buzzing coffee shops, but for those seeking a premium experience, there are the spacious Starbucks Reserve stores in nearly 300 locations around the world, including Seattle, Shanghai, Tokyo, Chicago, New York and Milan.
Here, customers can fully immerse themselves within the brand, from enjoying handcrafted beverages at the coffee bar to watching how their drink has been created by hand. Some stores even house the Arriviamo Bar, where customers can enjoy coffee-inspired cocktails created by a mixologist. Meanwhile, the Roastery Milan features the Princi Bakery, where customers can enjoy wood-fired pizza. At the Shanghai Roastery, with the help of state-of-the-art AR technology, visitors can point their phones at various locations to understand how coffee is made, including peeking inside the massive copper roasting cask and finding out about various brewing methods.
Asia has the highest concentration of Starbucks Reserve stores in any continent – there are currently 200 in the region. Each space pays homage to the city in which it is located.
“Our Reserve Stores are designed to help create meaningful moments around coffee for our customers, with the Dewata Starbucks Reserve Coffee Sanctuary in Bali serving as an excellent example. This location is a true coffee destination that offers customers an extraordinary opportunity to learn about the coffee from the first ten feet to the last ten feet through many ways – including the on-site coffee farm, the seedling nursery, or while sipping a rare Reserve coffee,” says Scott Keller, head of design with Starbucks Asia Pacific (excluding China and Japan).
“We seek to use design in all of our Reserve Stores to celebrate the story of coffee in locally relevant ways. One of our favorite ways is to partner with talented local artists to create unique pieces to tell coffee stories. The example in Central World created by Rukkit Kuanhawate, for instance, depicts three coffee growing regions with the Sumatran Tiger, Kenyan Elephant, and Guatemalan Quetzal Bird illustrated in his bold style.”
“I think it’s less of a national boundary that defines it rather than the neighborhood. There are some stores that may connect with one customer – maybe in a shopping mall in a neighbourhood – and a lot of stores that connect with multiple customers (like those in tourist destinations).”
In Bali, the Starbucks Reserve Dewata Coffee Sanctuary pays homage to Indonesia’s rich coffee culture and heritage, featuring cutting-edge processes that celebrate local craftsmanship. It also includes a spacious Arabica coffee farm and an interactive coffee-seedling nursery.
The Thailand store at Central World Bangkok was inspired by local art and includes Nitro Cold Brew on tap. It also offers customers a variety of other brewing methods such as the Siphon, Chemex and Pour Over for a more personalised experience.
Starbucks Singapore’s largest store is its flagship at Jewel Changi Airport, which opened in April last year.
It features two bars, coffee seminar areas and an art gallery, where customers can immerselves in the farm-to-cup journey.
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