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Starbucks Opens First Overseas Reserve Shop in Shanghai

Starbucks opens its first Reserve Roastery in Asia in Shanghai today.

The Roastery is the epitome of coffee and retail innovation for Starbucks in China. Starbucks already has over 600 stores in Shanghai – the largest number of stores in any city where Starbucks has a presence. Starbucks has more than 3,000 stores across 136 cities in China.

"As customers enter the Roastery and step through the front doors of the 2,700 square-meter (30,000 square-foot) building, they’ll be greeted by the stunning sight of a two-story, copper cask, adorned with more than 1,000 traditional Chinese chops, or stamps, hand-engraved to narrate the story of Starbucks and coffee." the coffee company said at the opening.

As part of their experience, customers can visit 3-D printed tea bar, enjoy freshly baked Italian artisanal food by Princi, and marvel at the ceiling made of 10,000 handmade wooden hexagon-shaped tiles, inspired by the locking of an espresso shot on an espresso machine.

All along the way, customers can point their mobile devices around the Roastery for even more moments of discovery as they immerse themselves in the augmented reality (AR) experience. Integrating this technology into the store.

- APMR News

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