Starbucks opens New concept store in London
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On October 21st, Starbucks unveiled ‘a theatre for Reserve coffee’ with the opening of a new concept store situated in the heart of London’s theatre district on Upper St Martin’s Lane.
The first of its kind in Europe, the new Starbucks Reserve bar offers a multi-sensory experience built around its array of exclusive Reserve coffees which are brought to life through a range of industry-leading brewing methods: the Clover, Black Eagle, Syphon, Chemex and Pour Over.
The store will also serve a range of exclusive signature drinks including, Sparkling Espresso with Mint, Piccino and the Iced Shaken Doubleshot with a Fior Di Latte base among others.
Set in an open bar space surrounded by arena-style seating, the store has been designed for customers to enjoy the theatre both in store and outside. The sensory experience is supported by richly textured natural materials – leathers, metals and wood, softened with relaxed furnishings in comfortable mid-tones.
The store is Starbucks’ first central London store to offer freshly prepared food on site throughout the day, including the newly launched Starbucks Evenings menu, serving wine and beer until 9pm. The wine selection includes two varieties of wine from different vineyards in Washington, the home state of Starbucks.
Customers will be welcomed by an experienced coffee master, who can talk them through the store experience, taking their orders in person from wherever they are in store via handheld technology. The Upper St Martin’s Lane Reserve bar also offers industry-leading technology from Starbucks’ recently launched Mobile Order and Pay, to Powermat wireless charging stations as well as the fastest WiFi on the high street, with transfer rates up to 100 mbps.
Commenting on the new store Ad De Hond, vice president of store design for Starbucks in Europe, the Middle East and Africa, said: ‘The store at Upper St Martin’s Lane is a really special store in the heart of the vibrant London scene. We wanted to create a buzz with the design that focuses on a sensorial experience and reflects our commitment to creating and presenting the highest quality and innovation. I’m delighted with the result and to see how the store connects with local communities in design, culture and fashion.’ 3-monkeys PR handled the PR around the opening.
