Starbucks launches AR experience in Shanghai

Perk Up Shanghai Crowds Throng World's Biggest Starbucks

A new Starbucks opens every 15 hours in China the company says

Among them, 600 are located in the only metropolis of Shanghai: it is the city of the world that has the largest number of Starbucks. It's the first Starbucks Reserve Roastery - the company's new retail offering - outside the U.S. It's also the largest Starbucks in the world, almost twice as large as the Roastery in Seattle that opened three years ago.

As far as other global openings for the Starbucks Reserve Roastery, New York, Milan and Tokyo are under construction, and Shanghai will eventually succumb to the planned store in Chicago which is due to cover a mind-blowing 45,000 square feet.

DIGITAL: The Shanghai Roastery is the first Starbucks location to seamlessly integrate a real-time, in-store and online customer experience. Once they hold their phone up to it, however, they can see inside the cask as newly roasted beans drop down inside - thanks to augmented reality.

The building, which is created to look like a giant coffee bean from the sky, houses three coffee bars-one of which stretches 88 feet-a Teavana tea bar made of 3D printed recycled materials, a two-story, 40-ton copper cask used to refill the store's coffee silos and a ceiling covered in 10,000 handmade tiles constructed from American walnut inspired by an espresso machine.

The new Starbucks Reserve Roastery in Shanghai features an augmented reality (AR) activity for customers that will blend the experiences of shopping online and in-store, according to a press release.

The store in Shanghai is only one of the five Roasteries that were expected to open before 2020.

"It's coffee as theater", added Echo Jiang, director of customer experience at the Roastery.

Zhao Fei, a paper trader, said drink prices running up to 78 yuan ($11.80) for some coffees would scare off many Chinese customers. "We didn't want people to have to queue".

Chairman Howard Schultz told Bloomberg News on Tuesday ahead of the store's opening that China was on course to become the company's largest market in less than a decade. In addition to being able to place an order and pay directly from their phones, customers will also be alerted digitally when their order is ready to be picked up, the release said.

A new Starbucks opens every 15 hours in China, the company says. That's why the digital designers didn't want Roastery visitors to have to be pulled out of the spell to go stand in line to order. After earning them all, they can receive a custom Roastery social media filter to share online. Created from recycled materials using a 3-D printer and 25-ft.in length, the tea bar is a light jade color with dark shadows to represent tea stains formed in a teapot over time. It has a key design feature that includes a ceiling consisting of 10,000 handmade wooden hexagon-shaped tiles inspired by the locking of an espresso shot on an espresso machine.

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