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emfizz.com December 16, 2017


Starbucks offers first in-store augmented reality experience

08 December 2017, 12:52 | Jan Cross

Starbucks

Starbucks

Occupying a jaw-dropping 30,000 square feet, the game-changing destination in the Shanghai's swanky Taikoo Hui development is the largest Starbucks in the world, and more than twice as big as the only other Reserve Roastery in the coffee shop company's hometown of Seattle. CNBC notes that Starbucks already operates more than 3,000 stores in China and has 2,000 more planned by 2021.

The in-store augmented reality experience lets visitors download the Roastery's app to scan various locations in the Roastery, including Starbucks' longest coffee bar in the world, a two-story copper coffee roasting cask covered with 1,000 hand-carved traditional Chinese chops, or stamps, that tell the story of Starbucks, and there's a 3-D printed tea bar. Starbucks plan to launch 5 Roasteries (besides Seattle) before 2020.

The company has actually engaged the help of e-commerce giant Alibaba to create an augmented reality (AR) experience - by simply pointing their mobile devices to get life information about the Starbucks story. Each step of the way, customers unlock a virtual badge and once all badges are earned, they receive a custom Roastery filter to commemorate the moment and share on social media.

You can even order coffee-enhanced beer.

It also features an incredible menu of more than 100 drinks, including a tea infused with nitrogen.

"Customers can extend the experience even after leaving the store", said Jiang, standing near a display of newly roasted coffee beans.

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The venti sized outlet is called the Starbucks Reserve Roastery Shanghai.

The food on offer has been sourced from high-end Italian bakery Princely and consists of 80 different freshly baked products. One of the key features of the store is the ceiling, which is made of 10,000 handmade wooden hexagon-shaped tiles, inspired by the locking of an espresso shot on an espresso machine. Beans from China such as the Yunnan Reserve blend will be exclusive to the Shanghai store. The Roastery's digital experience is designed by Starbucks and powered by Alibaba Group's scene-recognition technology.

"To us, we open 500-plus stores a year, but to us, it's not about 500".

{ 12 } At almost twice the size of Roastery in Seattle - the largest Starbucks in the U.S. - Roastery in Shanghai is a must visit even for Americans visiting China.

The world's biggest Starbucks officially opened today in Shanghai and who should be in attendance but singer, dancer, and tai chi master Jack Ma.



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