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Starbucks Roastery

Insight

Starbucks created Starbucks Reserve®, a brand of rare small-lot coffees, and opened a Roastery and Tasting Room in Seattle, a unique experience that is also the world’s largest Starbucks.

Coffee enthusiasts are naturally inquisitive, so how can Starbucks reward that curiosity and heighten their senses?

A person holds a smartphone displaying a simple white line drawing of a landscape with mountains, a factory, trees, and a horse, in front of blurred copper equipment in the background.
Large transparent coffee bean dispensers with copper accents are lined up above a counter in a modern coffee shop or roastery, filled with different types of coffee beans labeled below each container.
A wooden display box with four compartments filled with coffee beans, each holding a metal scoop. A smartphone with a black screen and white graphics rests against one compartment.
A modern bar with wooden stools lined up along a glowing wooden counter, featuring geometric patterns and warm lighting. Industrial-style equipment and copper tanks are visible in the blurred background.

Idea

Immerse visitors in the theatre and artistry behind Starbucks Reserve® with a guided mobile tour triggered in key areas by iBeacon notifications.

Visitors can follow the coffee bean’s journey from harvesting to roasting and tasting, giving them a great cup of coffee and the compelling story behind it all at once.

Impact

Starbucks Roastery and Tasting Room tour intrigues the passionate coffee lovers who explore the Roastery, and marks the next generation of Starbucks.

Store design and technology fuels visitor curiosity, creating a fully-rounded immersive experience.

  • DexignerReimagining the Coffeehouse Experience ↘
  • WIREDStarbucks Opens a Shrine to Coffee ↘

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