The flagship Reserve Roastery features an open-air assembly line, allowing customers to watch the roasting process. It Room is intended to give the curious and the connoisseur an inside look at how a coffee bean goes through the roasting process. The 360-degree design, ensures that there are views of the roasting from any angle. When beans are roasted and ready, they will travel in tubes to the coffee bar, where baristas will then create coffees using six different methods: Pour Over, Chemex, French Press, Siphon, Espresso and Clover-brewed coffee.
The building dates back to 1920, which was originally part of the historic “Auto Row” of Seattle. Starbucks restored it back to its original façade working to reclaim many of the original building’s materials, including wood in the decorative ceiling and original Terrazzo and concrete flooring. The space has been gutted and redesigned and is an open concept, three-level ode to coffee that provides a glimpse inside the company’s production factory. This is a real-life experience with coffee as the heart and soul, where customers see coffee being moved through the roasting process right before their eyes. The Roastery “honors the integrity of the journey” from the bean to the mug, highlighting international farmers as well as local artisans.
The new addition is a step forward in the Starbucks brick-and-mortar efforts, and represents a bid to keep up with luxury coffee roasters.