Starbucks' Reserve Roastery & Tasting Room just opened in Seattle and it's their largest store ever. Located in a renovated historic auto dealership in the Capitol Hill neighborhood, the Roastery is a Willy Wonka factory for coffee. Inside, guests can watch as small-batch, artisanal coffees are roasted and brewed, while enjoying all the special handcrafted and sustainable details that are becoming standard now in their coffee shops.
The Reserve Roastery & Tasting Room opened to the public on December 5, 2014, allowing customers a close up, personal view of how the Reserve coffees are roasted and brewed. It’s more than just a coffee shop though; in fact, all of the Reserve coffees that are served around the world are roasted in this new shop on East Pike Street. The building dates back to the 1920s and once formed part of the historic “Auto Row” of Seattle; it was even a Volvo dealership and art supply shop at one point. Starbucks designer Liz Muller headed up the renovation and build out of the shop, which involved stripping the building to its original terrazzo and concrete floors and wood-lined ceiling. On top of that 95 percentof the new materials were all made in America.
Inside, customers can watch as coffee is roasted in one of two roasters and enjoy a spacious cafe to enjoy their specially-brewed beverage. All of the Reserve coffees will be roasted in this Seattle factory and specially paired foods created by Seattle chef, Tom Douglas, will round out the offerings. These small-batch coffees are unique as well as ethically sourced from farmers around the world.
“We have designed a space that will heighten all the senses. This is a real-life Willy Wonka experience with coffee as the heart and soul, where customers will see coffee being moved through the roasting process right before their eyes,” said Liz Muller, vice president of Concept Design for Starbucks. “We have opened up the world of sourcing, roasting and brewing so that our customers at any one point are only feet away from the theater and artistry in a sophisticated yet relaxed environment. Each visit will bring new discoveries while setting the standard for what customers can expect for the future of retail.”