Since our 1999 debut in Beijing we've become a fixture in China – a new store opens about every 15 hours! But common doesn't mean boring. In China, as everywhere, we always keep innovation and connection to local culture top of mind. Case in point: our Starbucks Reserve Roastery in Shanghai, the first fully immersive coffee experience in Asia (and second in the world).
Open since 2017, the 30,000-square-foot space is a feast for the eyes that blends tradition with technology. A two-story copper roasting cask tells the story of Starbucks and coffee through 1,000 hand-engraved stamps. A spectacular wooden ceiling finds inspiration in espresso. Customers peek behind the curtain at the roasting, packaging and brewing process and get access to artisanal food, rare coffees and a tea experience specially designed for Chinese customers.
We've added a digital layer too. An in-store augmented reality experience lets customers point their mobile devices around the Roastery to unlock moments of discovery.