Experience is at the heart of Starbucks’ new outlet


November 17, 2022 | By RetailME Bureau

From hands-on coffee workshops, guided tasting flights and an extended artisan menu experience is at the heart of Starbucks’ new outlet in the iconic Empire State Building New York City.

Spanning 23,000 square feet and three floors, this unique store celebrates connecting over coffee through innovative experiences such as immersive hands-on workshops and guided tasting flights as well as new coffee beverages and craft cocktails and an extended artisan menu of Princi food only available at this location.

“Starbucks Reserve locations are designed to spotlight our exquisite Starbucks Reserve coffee and showcase our heritage, expertise and dedication to coffee craft through interactive coffee experiences where barista craft is the cornerstone,” said Mark Ring, svp of US retail at Starbucks. “The Starbucks Reserve Empire State Building store is a one-of-a-kind destination that highlights our commitment to push the boundaries of coffee craft and offer our customers new, immersive and multi-sensory coffeehouses that are designed to inspire and create moments of connection in this special space.”

The first floor will feature a variety of Starbucks Reserve beverages and offer a personalised shopping experience enabling customers to browse a variety of curated local artist merchandise collections and explore seasonally rotating Starbucks Reserve whole bean coffee for purchase.

The concourse level offers customers the opportunity to explore the art of carefully crafted beverages and food. From the guided tastings at the Innovation Bar to the aromas and flavours of tasting flights and small bites served in the Experience Lounge, to the hands-on Starbucks Reserve Coffee Workshops. The restaurant and bar on level two is a space made for gathering, sharing and connecting.

Art is omnipresent in the store and all artistic installations within space were influenced by the Empire State Building’s iconic style, craftsmanship and optimism. Starbucks commissioned New York-based artists to create the installations, murals and merchandise that spotlight Art Deco flourishes, the building’s spirit and the essence of Starbucks and the origins of coffee. In addition, the Starbucks design team also worked with the Empire State Building team to revitalise and restore several elements that were original to the space.

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