Starbucks to Open World's Biggest Outlet in Shanghai

Is this the world's most luxurious Starbucks? Lavish new cafe launches in Shanghai complete with a 3D-printed tea bar, freshly baked Italian artisanal food and a multi-sensory coffee experience

Starbucks to Open World's Biggest Outlet in Shanghai

Starbucks' Shanghai Roastery, a 30,000 square feet coffee heaven located in the heart of the city on China's central coast also features a Teavana bar made from entirely 3-D printed material and a two-story copper coffee roasting cask covered with 1,000 hand carved traditional Chinese stamps.

In an interactive coffee and retail destination like no other, customers can visit many attractions of the store, including one of three coffee bars offering multiple brewing methods and explore specially-crafted teas.

The company has even enlisted the help of e-commerce giant Alibaba to create an augmented reality experience within the Roastery. Three years after the company opened its first Roastery on its home turf, Starbucks is testing the larger, upmarket store concept overseas for the first time in China, where it now has 3,000 sites.

'Rocco and his team's passion for handcrafted food and artisanal baked goods at Princi mirrors how I feel about our coffee, ' Mr Schultz said.

"Chinese consumers, especially the younger generation, are looking for things more quality-driven, more unique, that speaks to who they are", said Mr Jack Chuang, a Shanghai-based partner at OC&C Strategy Consultants who has studied the Chinese coffee market.

"Our commitment, together with our Roastery opening, epitomizes how Starbucks is doubling-down on the unprecedented opportunities we see in the future for Starbucks and China", Wong said.

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The new roastery in Shanghai is expected to enhance Starbuck's reputation as a go-to place for dates and business meetings at a time when some locals argue that the company is losing its premium branding.

The company is riding that wave and expanding aggressively in China, opening a new Starbucks store every 15 hours on average. Starbucks said that the shape was inspired by an espresso machine.

Additional Roasteries are slated to open in Milan and NY in 2018 and in Tokyo and Chicago in 2019.

The bars allow customers to be up close and watch as their coffee is brewed. The Roastery's digital experience is designed by Starbucks and powered by Alibaba Group's scene-recognition technology.

Diners need only point their phones at items within the Roastery to get more information about them and Starbucks' history.

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