Starbucks Corporation has announced the opening of its largest store ever in Manhattan. The Seattle-based coffee retailer said it would set up its second roastery in a 20,000-square-foot space at the bottom of a boutique office building at 61 Ninth Avenue, in the Meatpacking district. Two-storey coffee haven will also act as a cafe for customers to learn more about the coffee making process.
New massive store, expected to open in 2018, will be modeled on the first Starbucks Reserve Roastery and Tasting Room in Seattle, Washington, which the company describes as “coffee-as-theater” and a highly sensorial experience.
“Our Seattle Roastery experience created something that had never been done before, transforming a retail environment into something far beyond just a coffeeshop and into the single best retail experience of any kind,” said Howard Schultz, chairman and chief executive officer of Starbucks. “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 our customers that we’re coming to Broadway.”
Starbucks now has about 94 locations in the New York metro area. The decision to bring a roastery to the city is the company’s way of distinguishing itself from the competition, such as Dunkin’ Donuts, which has a significant presence in New York.