Yesterday, Starbucks celebrated a historic opening. The coffee specialist opened the doors of the world’s second Starbucks Roastery in Shanghai (China), created three years after the inaugural Seattle Roastery and which is said to be the largest in the world.
The Starbucks Foundation and Starbucks China’s commitment to China
Beyond the opening of this premium reserve roastery in Shanghai, the brand announces a social impact commitment of $20 million USD (RMB 132 million/€ 18 million ) over the next five years.
The company invests in a 2,700-square-meter (30,000-square-foot) building. At the entrance, customers will be greeted by the remarkable sight of a two-story copper cask, adorned with more than 1,000 traditional Chinese chops.
A little further, in a theater of coffee with a Chinese focus, a small-lot Reserve coffee which Starbucks sources from more than 30 countries around the world, including coffee from China’s Yunnan Province, will be roasted in China by eight highly trained Chinese coffee roasters.
The 3D printed Teavana Bar
Intended for Chinese customers, Teavana Bar creates a modern tea experience for customers who constantly search for new and different tastes. We are talking about a light jade color with dark shadows to represent tea stains formed in a teapot over time.
The bar was created from recycled materials with a 3D printer, measuring 7.5 meters (25 feet) in length. Unfortunately, no other information were given regarding the manufacturing process.
Furthermore, as far as digital experience is concerned, Starbucks brings augmented reality (AR) through the custom-designed Roastery digital web-app platform or on Alibaba’s Taobao app where customers can create their personal Roastery discovery journeys.
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