Starbucks Reserve Roastery in Shanghai is the first fully immersive coffee experience in Asia.
The Roastery is the epitome of coffee and retail innovation for Starbucks in China, the company’s fastest-growing business with more than 3,000 stores across 136 cities. Starbucks already has more than 600 stores in Shanghai – the highest number of cafes in any town where the company has a presence.
As customers access the Roastery and step through the front doors of the 2,700-square-meter building, they’ll be greeted by the remarkable sight of a two-story copper cask, adorned with more than 1,000 regular Chinese chops, or stamps, hand-engraved to narrate the story of Starbucks and coffee. Customers can attend many attractions including one of three coffee bars offering multiple brewing processes, examine especially-crafted teas at the 3-D printed bar, have freshly cooked Italian artisanal food by Princi, and wonder at the ceiling made of 10,000 handmade wooden hexagon-shaped tiles.
And, all along the way, customers can point their mobile devices around the Roastery for even more moments of discovery as they involve themselves in the augmented reality experience. Integrating this technology into the store, located at 789 Nanjing Road W., in one of the world’s busiest shopping addresses, makes it one of the most advanced digital locations for Starbucks in the world.
The three wooden coffee bars, with one that is 27 meters long – the longest at any Starbucks – are handcrafted by Chinese artisans and reference the excellent roasting curve of singular coffee beans. The bars serve as the stage where hundreds of baristas will handcraft some of the rarest, small-lot coffees in the world.
The Shanghai Roastery will become the first Starbucks place, and the first-of-its-kind in China, to seamlessly combine a real-time, in-store and online customer experience. Roastery customers are invited to immerse themselves in the first Starbucks augmented reality (AR) experience – available through the custom-designed Roastery digital web-app platform or on Alibaba’s Taobao app – by pointing their mobile devices at critical features around the Roastery to bring to life information about the Starbucks bean-to-cup story.