Starbucks: Roastery
Insight
Starbucks created Starbucks Reserve®, a brand of rare small-lot coffees, and opened a Roastery and Tasting Room in Seattle, a unique experience that is also the world’s largest Starbucks.
Coffee enthusiasts are naturally inquisitive, so how can Starbucks reward that curiosity and heighten their senses?
Idea
Immerse visitors in the theatre and artistry behind Starbucks Reserve® with a guided mobile tour triggered in key areas by iBeacon notifications.
Visitors can follow the coffee bean’s journey from harvesting to roasting and tasting, giving them a great cup of coffee and the compelling story behind it all at once.
Impact
Starbucks Roastery and Tasting Room tour intrigues the passionate coffee lovers who explore the Roastery, and marks the next generation of Starbucks.
Store design and technology fuels visitor curiosity, creating a fully-rounded immersive experience.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.
