"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.
The building, which is created to look like a giant coffee bean from the sky, houses three coffee bars-one of which stretches 88 feet-a Teavana tea bar made of 3D printed recycled materials, a two-story, 40-ton copper cask used to refill the store's coffee silos and a ceiling covered in 10,000 handmade tiles constructed from American walnut inspired by an espresso machine. One of the key features of the store is the ceiling, which is made of 10,000 handmade wooden hexagon-shaped tiles, inspired by the locking of an espresso shot on an espresso machine. "Our commitment, together with our Roastery opening, epitomizes how Starbucks is doubling-down on the unprecedented opportunities we see in the future for Starbucks and China".
"It's that unfiltered wonder, which overcomes even the most jaded, that really defines 'customer delight, ' " she said. They are shipped in various corners of the coffee through pipes that snake along the ceiling.
The AR experience acts as a virtual tour guide of the Starbucks Reserve Roastery in Shanghai, and offers an option for ordering from custom tasting menus and more.
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And of course, you can buy Starbucks' mugs before you leave.
The affable Italian explains that, whenever you order hot food, you can guarantee it will be fresh from the oven. "We wanted to take that customer experience even further".
"It's like Alice in Wonderland meets Willy Wonka", said Emily Chang, senior vice president and chief marketing officer for Starbucks China.
However these are no ordinary chairs. The roaster also boasts of an 88-foot long coffee bar, which is the longest at any Starbucks site.
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The new Starbucks Reserve Roastery in Shanghai features an augmented reality (AR) activity for customers that will blend the experiences of shopping online and in-store, according to a press release. The experience brings to life information about the Starbucks bean-to-cup story.
The app has a digital menu as well as details on the huge, borderline bewildering, range of brewing methods that include the Cold Brew Tower, Modbar Pour-Over and Siphon.
Chinese elements are found in the design of the new coffee store.
Customers even receive virtual badges for each step, which can be shared on social media.
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The store in Shanghai is 30,000-square-foot, and it is the second Reserve Roastery of Starbucks. Although Shanghai already has over 600 Starbuck stores, Shanghai's Roastery is twice the size of Seattle's.