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Starbucks now operates more than 300 cafes in New York City — but none have the look, scope or amenities planned for the recently announced Ninth Ave. superstore, modelled after the Starbucks Roastery and Tasting Room in Seattle (pictured here).
A NEW KIND OF GRINDHOUSE FOR THE MEATPACKING DISTRICT
Starbucks Superstore to Offer ‘Coffee as Theater’
Rendering by Rafael Viñoly Architects
A conceptual view of the building proposed for 61 Ninth Ave., where Starbucks is planning to open a 20,000-square-foot roastery and tasting room. © CHELSEA NOW 2016 | NYC COMMUNITY MEDIA, LLC, ALL RIGHTS RESERVED
BY YANNIC RACK If you think Starbucks has already taken over every corner in New York City, think again — and think big. In what might be the beginning of an international trend, the company announced that it is opening a 20,000-square-foot superstore, designed by famed architect Rafael Viñoly, in the Meatpacking District. The Starbucks Reserve Roastery and Tasting Room, which will be the omnipresent coffee chain’s largest outlet in the world, is modeled on the concept store and interactive showroom of the same name that debuted in the company’s hometown of Seattle two years ago — and will stand in stark contrast
to the more than 300 Starbucks cafes that already dot the city. “Our Seattle Roastery experience created something that had never been done before, transforming a retail environment into something far beyond just a coffee shop, and into the single best retail experience of any kind,” said Starbucks Chairman and CEO Howard Schultz. “In New York, we want to take elements from what we originally created and build something even bigger and bolder, celebrating coffee and craft in a completely unique and differentiated way. We want this experience to tell
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VOLUME 08, ISSUE 14 | APRIL 14 - 20, 2016