Starbucks says its new Chinese flagship is designed to “put the coffee experience at the forefront for customers”.
The Taikoo Li cafe has just opened in Chengdu’s retail and entertainment district and sells Starbucks Reserve Coffee – a range of rare and exquisite, small-lot arabica coffees from around the world – reflecting the increasing sophistication of China’s coffee consumers.
The design of the new store features Sichuan-inspired tiles, silk artwork by local craftsmen, and a warm wood tone interior, similar to the materials used in the recent refurbishment of the nearby historic Daci Temple, a key cultural landmark in Chengdu.
Located in a three-story building, the first floor features an exclusive Starbucks Reserve Coffee interactive bar to facilitate customer engagement with Starbucks Coffee Masters. The second floor reflects Starbucks global coffeehouse culture with plush custom seating for customers to connect with friends and family over a cup of coffee. The third, or loft, floor provides a space for large gatherings and star-gazing in the evenings through the exposed terra cotta ceiling.
“The store is the first flagship store in our fast-growing China Southwest and Central region and reflects on our coffee passion,” said Starbucks China president Belinda Wong.
“This is a reflection of our continued focus to highlight our coffee passion and create a locally-relevant Starbucks Experience through each moment of connection for our customers.”
Starbucks has invested in training its staff to high levels of barista skills, with partners ‘graduating’ as Starbucks Masters. There are now 6000 Masters throughout China, recognisable by their black aprons.
The new Chengdu store is the company’s eighth Starbucks Reserve store in China, since it expanded the program into the market in October. It was designed by the Starbucks China Design Studio, one of 18 in-house international Starbucks design offices across the globe.
Starbucks opened its first store in China in 1999, and since then has opened more than 1400 stores across 84 cities with 25,000 partners who proudly wear the Starbucks green apron.
