Starbucks Tokyo: Innovative, Immersive, Inspiring
Starbucks recently opened its fifth Reserve Roastery in Tokyo - the brand's immersive approach to its retail experience. The Reserve Roastery, a four-story masterpiece designed by local architect Kengo Kuma, pays homage to Japanese heritage and craftsmanship. Visitors are met with origami-inspired wood ceilings and handcrafted copper cherry blossoms that change colors in different light. On the second floor visitors experience a modern tea experience at the world’s largest Teavana Bar. And, the third floor brings together coffee and tea-inspired cocktails with classic mixology beverages: beer and wine. Floor 4 is host to the AMU Inspiration Lounge, an intimate space for community gatherings and a platform for social change-makers and creative thinkers to share ideas and connect. The first event in April will celebrate the role of female leaders in Japan.
Reserve Roastery Tokyo is an example of branding by value association rather than by product. The immersive brand experience speaks to people's need for connection, recognition, and innovation by merging human values with the symbol of coffee. There are other Reserve Roasteries in Seattle, New York, Milan, and Shanghai, each reflecting elements of their surroundings to ensure the most relevant consumer connections.
Starbucks continues to find ways to remind us that strong branding goes beyond products to harness the added value of the brand in people's lives.