April 21, 2015  by

Roastery & Tasting Room

Brand personality may not be everything when it comes to building a business, it goes a long way in defining success in the global and national marketplace. Starbucks, which figures prominently on Forbes’ “World’s Most Valuable Brands” list, has cemented its legacy as a modern-day giant and continues to increase its reach year after year. While many companies find success by identifying a need and offering a service or product to fill it, Starbucks has created a service to fill a need no one knew existed: a story-filled coffee experience with a language all its own.

Having spent 44 years building brand recognition and taking coffee to a higher plane, Starbucks has unveiled its new Roastery concept on Pike Street in Seattle, WA.

What Willy Wonka did for the chocolate factory, the Roastery & Tasting Room does for one of America’s favorite beverages.

Starbucks even references Mr. Wonka in its description of its latest branding masterpiece. Everything in the Roastery is enormous – and sumptuous. You can almost see Augustus Gloop swimming in the beans as they are mixed in the gigantic cooling tray.

Starbucks Reserve RoasterThe Roastery itself is a marvel of thoughtful design. Previously the home of an art supply store, the ceilings are impossibly high, every fixture is considered and the colors are rich and dark – from selected graphics and the special Starbucks Reserve logo, to the deep grain of the wood fixtures, industrial felt curtains and copper roasters. The textures of selected materials, food offerings and beverages on display are larger than life, yet warm and welcoming. Indeed, the new endeavor was designed to grow the legend of Starbucks, figuratively and literally, and it’s doing a compelling job. According to the Roastery’s website, the “interactive Roastery and Tasting Room is dedicated to roasting, coffee education and increasing availability of the company’s small-lot Reserve® coffees; literally every Reserve coffee bean sold to customers will be roasted in this facility.” Starbucks fans in key markets in the US can expect a Roastery near them soon; an additional Roastery is planned for Asia next year. In a city obsessed with coffee, Starbucks has staked its claim as the preeminent purveyor to the caffeinated masses with surprisingly delightful 6,700 square foot cathedral to coffee culture.

CallisonRTKL

CallisonRTKL

For more than five decades, Callison and RTKL have created some of the world’s most memorable and successful environments for developers, retailers, investors, institutions and public entities. In 2015, our two practices came together under the Arcadis umbrella, expanding our sphere of influence and the depth and breadth of our resources. Our team is comprised of nearly 2,000 creative, innovative professionals throughout the world who are committed to advancing our client’s businesses and enhancing quality of life.
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