Roasteries – large, sumptuous Starbucks stores that feature specialty coffees and teas, on-site roasts and massive coffees where freshly roasted beans are kept – are a way to "celebrate the romance of coffee," says CEO Kevin Johnson to CNN Business.
Roasteries is designed to solve a problem that all dealers face: How to make the experience in the store unique and exciting enough to entice customers. Starbucks also uses Roasteries to test design concepts and menu items ̵
"The Roasteries are brand amps for us," Johnson said. "It's their primary goal."
In Tokyo, customers visiting Roastery will be able to order elaborate drinks such as black tea latticed with turmeric and jasmine teas topped with popsicles. They will be able to watch cherry blossoms through glass walls and sip drinks on an outdoor patio.
Four-story shop has a number of superlatives. It is the first Roastery to be designed from start to finish with a local designer, architect Kengo Kuma and the first Starbucks location with a dedicated "inspirational lounge" for weather events. It is home to the world's largest Teavana tea bar. And Starbucks also hopes that one day it will be the first of its stores to be certified by the Special Coffee Association, a nonprofit membership, to educate coffee professors.
But the Tokyo location also shares many elements with its four predecessors, like the case. But at a height of over 55 meters, Tokyo is the largest. It also shares distinctive design features like a split-flap sign, called a clacker board, which shows that the coffee is burned in the roasters. Like all Roastery, the Tokyo location has a series of overhead pipes that shoot beans throughout the building, sell custom goods, and incorporate Princi bakeries into the stores. It also has an Arriviamo cocktail bar like New York and Milan Roasteries.