Starbucks Reserve Roastery opens its second location in the US in New York. Located in the Meatpacking District, the immersive coffee experience – across nearly 23,000 square feet of retail space – celebrates the heritage of roasting and the craft of coffee.
The sights and sounds of coffee’s journey from bean to cup are reflected at every turn in the thoughtfully designed environment. The New York Roastery joins locations in Seattle, Shanghai and Milan with future openings coming to Tokyo and Chicago in 2019.
“We designed the Roastery as the pinnacle experience around all-things-coffee, and there is nothing else like it in the world. With premium coffees, teas, mixology and the iconic Milanese Princi Bakery, it serves as a Starbucks brand amplifier and a platform for future innovation,” said Kevin Johnson, Starbucks ceo.
“Beverages such as Draft Nitro, Cold Foam and the recent launch of Juniper Latte all began at the Roastery and have since been introduced to Starbucks locations around the world. It is the ultimate Starbucks Experience and an unforgettable way to connect with our customers.”
Starbucks has a long history in New York. In 1994, Starbucks chairman emeritus, Howard Schultz, who was born and raised in Canarsie, Brooklyn, opened the first Starbucks store in the city on Broadway and 87th Street on the Upper West Side. Nearly 25 years later, there are 350 Starbucks stores across the five boroughs in the city where Starbucks employs approximately 5,000 partners (employees). The Roastery employs nearly 300 people, including roasters, baristas, commessas and mixologists.
“Like most people I first experienced Starbucks as a customer, where I would go to my store at 195 Broadway in the Financial District in New York City and order a tall latte which was the perfect way to start my day,” said Reserve Roastery New York managing director Raul Adorno. “I look forward to welcoming my fellow New Yorkers and visitors from all around the world when we open the Roastery on Friday. You will be amazed.”
At its core, Starbucks Reserve Roastery New York is a working coffee roastery, where every day Starbucks Master Roasters, who have trained for years in the craft of coffee roasting, will be small-batch roasting Starbucks rarest single-origin coffees and blends called Starbucks Reserve. Those coffees then get served fresh at the Roastery or shipped to select Starbucks stores around the world. That functional purpose, as well as the history of industry and manufacturing in the meatpacking district, is reflected in the design of the space.
“New York is a hub to the world,” said Liz Muller, chief design officer of Starbucks. “It’s an unbelievable place with such history. The meatpacking district has a fantastic history of industry, and the neighborhood has an electric energy; it is alive. We’ve designed a space where the excitement and dynamic activity of the neighborhood is mirrored in the Roastery. We want our customers to come in and feel very inspired.”