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First Look: Starbucks unveils dazzling—and massive—Reserve Roastery in NYC

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Starbucks has opened a store that is unlike any of its other 350 locations that are spread across the five boroughs of New York City.

The coffee giant has brought its upscale Reserve Roastery format, which trades in premium small-batch roasting coffees and much more, to the island of Manhattan. It is Starbucks’ fourth Roastery to date, and joins existing locations in Seattle, Shanghai and Milan, with future openings planned for Tokyo and Chicago in 2019. The sleek, 23,000-sq.-ft. New York space, in the heart of the ultra-hip Meatpacking District, is designed to offer customers an immersive experience that celebrates the heritage of roasting and the craft of coffee.

The Manhattan store boasts two coffee bars, offering a total of seven brewing methods. It boasts the Roastery’s first craft cocktail bar, the Arriviamo Bar, inspired by the Italian tradition of aperitivo, serving coffee- and tea-infused cocktails along with other beverages. The location also features the Milan-founded Princi bakery, with on-site baking of fresh breads, pizzas, focaccias, desserts and more.

“We designed the Roastery as the pinnacle experience around all-things-coffee, and there is nothing else like it in the world,” said Kevin Johnson, CEO, Starbucks. “With premium coffees, teas, mixology and the iconic Milanese Princi Bakery, it serves as a Starbucks brand amplifier and a platform for future innovation. “It is the ultimate Starbucks Experience and an unforgettable way to connect with our customers.”

The space itself is dazzling, awash in copper and warm light, with detailed and handcrafted design elements throughout. (Click here for Ten Things to Know about the store). The sights and sounds of coffee’s journey, from bean to cup, are reflected throughout the store.

Keeping watch over the activity is a 10-ft., 2,000-pound copper Siren — Starbucks’ iconic logo — designed to appear as if she is emerging from water.

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