Starbucks Reserve New York Roastery
In a nutshell
Shows the coffee-loving passion and obsession of the brand - from roasting through preparation and eduction - not your old Starbucks!
In their words
“Taking its cue from the indomitable spirit of New Yorkers and the hardworking ethos of the meatpacking district, the New York Roastery is both workshop and stage, a three-dimensional window into the coffee journey. It's an honor to share this immersive experience with you in New York.”
Visit Field notes
The vast, corner plot is a Danish-design-meets-NYC-warehouse vibs, dominated by a central food/bar/servery, an enermous roasters linked to the bar by vacuum pipes, plus a very adult liquor bar, seating areas with open fires and an ice-cream area. The focus throughout is upon the craft of coffee roasting, brewing, extraction and enjoyment.
Staff in faux-cockney hipster outfits are there to guide, usher, cajole and help in equal measure. At busy times there is a queue around the outside corner to get in.
The store has changed its operational approach over the years and we now have a reduction in queue times (from a mix of app ordering, QR codes and a less ponderous approach at the till) with collection now more brisk and ticket-based (with a reduction in the more theatrical coffee methods - goodbye vaccuum coffee and the racks of pour-overs).
The seating area remains generous, with a lounge feel and the ability to linger and chat - an essential part of the character of the store.
Compared to other Starbucks premium stores (for example the Empire State reserve format) this branch has adapted and refined to maintain its impact.
Other Reading
LAST VISITED
18/11/2024
Added
2019
COMPARE WITH
The recent refurb expands the store into a gentlemen's-club-vibe location for this near decade-old Queens brand. Their zeitgeist-fuelled take on the 1990s goes from the street to Bill Clinton.
Surprisingly warm and accessible experience store from Dyson that offers generous space behind the dark facade, a characterful building and the full suite of Dyson demos, interaction and customisation
Architecturally-led, train-shed-chic flagship for the luxury jewellery brand.
A lab/clinic/party setting in which you blend your own lipstick shades, lip balm etc. Appointments range from an hour (for one person) to all-day events for larger groups.
Similar shops
Google's brand/experience offering that makes the Apple Store seem staid and 'last year'.
Upmarket grocery-focused supermarket with a reputation for quality, taste and good ingredients. This store brings their produce to life as well as showcasing their fishmonger, butchery and food prepar...
Samsung goes one further than the Apple Store
Fjallraven's brand stores have been showcasing products, explaining materials and heritage and emphasising sustainability. This store is a standard example, but brings alterations, repairs and mainte...
British architect Sophie Hick's minimalist take on Alaia's move from wholesale to D2C.
Long-established store exemplifies the Patagonia mix of clothing, staff passion, activism and community activity, with sustainability credentials in a heritage, stripped-back store.
