Coffee chain Starbucks has opened a new venue in Shanghai, China, which is set to deliver a fully immersive augmented reality (AR) coffee experience to customers.
Known as Starbucks Reserve Roastery, the new 30,00ft2 store is the second roastery created three years after the Seattle outlet.
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Starbucks already has 600 stores in Shanghai and more than 3,000 stores across 136 cities in China.
The new roastery features a two-storeyed copper cask decorated with more than 1,000 traditional hand-engraved Chinese chops, or stamps, a 3-D printed tea bar and three coffee bars with a ceiling made of 10,000 handmade wooden hexagon-shaped tiles.
The tea bar, named Teavana, is specifically designed for Chinese customers and created from recycled materials using a 3-D printer.
One of the six brewing methods, namely ModBar Pour Over, Chemex, Coffee Press, Siphon, Espresso and the proprietary Clover-brewed coffee, will be used at the coffee bars.
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By GlobalDataStarbucks Coffee Company executive chairman Howard Schultz said: “We’ve created a space that both recognises and celebrates our 46-year history of coffee leadership and retail innovation with China’s rich, diverse culture.”
The Shanghai site will offer more than 80 different menu items from flaky cornetti to focaccia sandwiches filled with Parma ham and Italian mozzarella.
The Shanghai Roastery also offers a real-time, in-store and online customer experience through the digital web-app platform or on Alibaba’s Taobao app.
The digital experience at the store was designed by Starbucks and powered by Alibaba Group’s scene-recognition technology.
Founded in 1971, Starbucks Coffee Company is a roaster and coffee retailer with more than 27,000 stores globally.
