星巴克深圳湾万象城

01.

Introduction

引言

华南首家星巴克臻选®店来了，星巴克华南首个酒坊（Bar Mixato）正式亮相星巴克臻选深圳湾万象城店，创造性地将高品质臻选咖啡与完整酒吧体验完美融合，

再次突破了星粉对“第三空间”想象的极限，全新臻选咖啡·酒坊为顾客提供日间咖啡与茶、夜间微醺一杯美酒的个性多元化选择，打造全新沉浸式的“星”体验。

[TEAVANA]和[Mixology]一楼臻选咖啡，二楼茶瓦纳和茶酒吧

△ 外立面设计

星巴克臻选咖啡•酒坊亮相深圳湾，开启微醺曼妙时光

△ 美国星巴克官网报道

△ 一楼臻选咖啡舞台

星巴克臻选深圳湾万象城店是星巴克华南首家多重体验式臻选门店，自2019年1月正式开业以来，持续为顾客打造全感官沉浸式“星”体验，深受星粉热捧，已成为深圳的时尚打卡地。而此次创新升级引入酒坊（Bar Mixato），将与代表咖啡初心的臻选咖啡、全新亮相的气致吧台(Draft Bar)、提供新思茶饮的茶瓦纳吧台（Teavana）一同，进一步满足不同顾客不同时段、不同场景的多元需求，让顾客用最星巴克的方式，以一杯咖啡的醇香唤醒活力，用一杯茶的芬芳打开话匣，借一杯美酒的微醺开怀畅聊，沉醉于这一份“融合美好”的小时光。

The 30,000^th store, the Starbucks Reserve Shenzhen Bay Mix City location, is a tribute to Starbucks coffee leadership in China where the company celebrates 20 years in the market this year. The 30,000^th store is based in the fastest-growing market for Starbucks globally, where the company operates over 3,700 stores in 158 cities since the first store opened in Beijing in 1999. As a Starbucks Reserve bar, it provides an immersive coffee experience where customers are invited to discover rare, small-batch coffees from around the world, elevating the retail experience to meet the aspirational lifestyle of the emerging middle-class.

“The significance of the China market for Starbucks makes this the perfectly suited location to open our 30,000^th store,” said Kevin Johnson, president and ceo, Starbucks Coffee Company. “This is a proud moment in our history as we’ve been able to build a different kind of company in 78 markets around the world, bringing the finest-quality coffee to our customers, providing opportunity for our partners and positively impacting thousands of communities.”

△ 虹吸咖啡

Shenzhen, CHINA (March 13, 2019) – Starbucks today celebrates its 30,000^th store, a significant milestone for the company which started with just one single storefront in Seattle’s historic Pike Place Market almost fifty years ago. Throughout its growth, Starbucks has remained true to its mission – to inspire and nurture the human spirit, one person, one cup and one neighborhood at a time –and today it provides its iconic third-place experience, delivering more than 100 million customer occasions each week across 78 markets where more than 380,000 partners (employees) proudly wear the green apron. 

△ 室内外立面设计

△ 高低可调节手冲咖啡架设计

△ 一楼CHEMAX手冲

△ NITRO BAR

Shenzhen Bay Mix City is a first Starbucks Reserve store (reserve only) in Shenzhen and in South China, too. It brings the experience of Reserve Bar, Teavana Bar and Mixology bar into one single store. It best showcases the success of Shanghai Roastery and BJF flagship to this energetic population in this vibrant southern city nearby Hongkong. Coffee, tea, wine and food form such a holistic experience to all day parts to meet the demand of young customers who are always enthusiastic to new experience. Reserve merchandises are displayed in a life style fashion, that capture customers attention.

The design is uniquely done to reflect the nature of the store and the customers it serves. A simplicity design approach inspired by the flickering sea water in the harbor, the tech spirit of the city, and the modern life of its people. Three stand lone bars provide such a stage for partners to perform coffee art. 

This very Reserve store symbolizes a new chapter in Shenzhen while it is marching towards it 200th store.

△ 艺术画创作

△ 深圳电视台采访

△ 二楼茶瓦纳和酒吧

Elevated Retail Experience and Design

Drawing on Starbucks pipeline of innovation and the depth of coffee expertise in China, the store has three standalone bars, including Starbucks Reserve, Teavana and mixology, to fill the store with distinctive beverages that are sure to delight customers throughout the day. At each of the bars, specially-trained baristas and mixologists put their craft on display to meet the various daypart needs of its customers, from morning coffee to afternoon tea to evening cocktail creations. The store also features a dedicated Starbucks® Draft bar, serving the company’s signature Cold Brew coffee and teas infused with nitrogen and poured from the tap, further elevating Starbucks commitment to cold beverage innovation.

Inspired by the city’s most notable features, the store’s distinctively clean design aesthetic brings together artistic elements highlighting Shenzhen’s harbor waters, the innovative spirit of the technology hub, and the modern life of the community. A piece of artwork made of Starbucks Reserve cards showcases the stories behind each Starbucks Reserve coffee, from the farm to the Starbucks Reserve Roastery in Shanghai. As customers explore the 3,200 square foot space, their eyes will be drawn upward to continue their coffee discovery journey with a 3D projection featuring coffee from bean-to-cup. Above the Teavana bar, another eye-catching art piece is made of colorful tea leaves, highlighting China’s longstanding tea tradition with a modern twist.

喝茶是中国人的传统，主打创新茶、拼配茶及纯茶的TEAVANA茶瓦纳™， 超贴心。将拼配茶、创新茶和纯茶带来了深圳，用各式茶具和你一起开始探索茶饮之旅。不仅有限量版周边，还有专属的打包吧台，一站式的体验服务，

△ 茶瓦纳艺术创作

△ Bar Mixto

Mixato，在意大利文中意为“融合”。Bar Mixato创新融合咖啡与酒饮，为多姿的时尚生活方式增添一丝微醺的曼妙。在这里，星粉可以体验到由三十多款创意特调鸡尾酒、葡萄酒和精酿啤酒营造出的耳目一新的完整酒吧体验。

如果你既爱咖啡的馥郁又贪慕鸡尾酒的微醺，那一杯融合了意式浓缩咖啡和经典伏特加的浓缩咖啡马天尼便是咖啡文化与鸡尾酒文化结合的绝妙佳作。作为主推的手工特调酒饮，浓缩咖啡马天尼以意式浓缩咖啡融入经典伏特加，加上香草糖浆，一起摇晃出细致泡沫，最后点缀以手工刨出的黑巧克力碎，营造出咖啡与美酒的双重味蕾体验。

△ 3D悬浮艺术咖啡树艺术创作

颜值与口感均在线的大都会仿佛是为都市时髦女郎们量身定制一般，作为经典鸡尾酒，大都会深受女性喜爱。以伏特加作为基酒，将馥郁芳香的蔓越莓汁与青柠汁混合，口感甜而不腻。而粉红的酒色，宛若女孩们相约小酌后脸上的红晕。

△ 二楼外摆区

结束了一天的繁忙，一杯明亮酸甜的阿佩罗橙光以餐前开胃酒的名义为你打开味蕾。在夜幕降临之前，约上三五知己，在惬意的黄昏里感受着阿佩罗橙光的活力，是晚餐前最意式的生活体验。作为意大利最著名的开胃酒饮之一，阿佩罗橙光缔造出特别的明亮色泽，清爽的味道十分明朗，还有香橙的酸甜在舌尖绽放。

Starbucks and Shenzhen – Growing Together

Today, Shenzhen is the technology capital of China and is one of the four key cities in its ambitious Greater Bay Area.

Starbucks opened its first store in Shenzhen in 2002 and has since grown with the city. Today Starbucks operates 167 stores in the iconic city. The Shenzhen Bay Mix City Starbucks Reserve store is the first premium Starbucks experience for customers in South China. The thriving city is the perfect location to bring the small-batch coffees roasted at the Starbucks Reserve Roastery in Shanghai to customers seeking an elevated and immersive retail experience.

Today, Starbucks China’s 52,000 partners serve over 9 million customers each week as Starbucks continues to build a different kind of company in the market. The 30,000^th store opening in China reaffirms the strategic role of the market for Starbucks and highlights its ongoing aspiration to elevate the Starbucks Experience for its partners, customers and communities.