# Experiential Coffee Chain Locations Starbucks' Reserve Roastery Offers AR Tours and Unique Drinks By Ell Smith | Published 2017-12-06 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/starbucks-reserve-roastery References: [hypebae](https://hypebae.com/2017/12/starbucks-premium-reserve-roastery-coffee-shop-shanghai) & [starbucksreserve](https://www.starbucksreserve.com/) [Starbucks](https://www.trendhunter.com/trends/starbucks-coffee-house)' newly opened Reserve Roastery is unlike anything the brand has offered before, serving as an education facility, an interactive museum and a tech-infused roastery. Located in Shanghai, this facility is two-times times larger than the brand's original Seattle location, offering coffee connoisseurs a unique visitation experience. With regards to design, this beautiful space features the World's first 3D printed tea bar, which fuses new technologies with old practices. The facility is also home to three different "coffee experience bars" and invites guests' to embark on a self-guided [augmented reality tour](https://www.trendhunter.com/trends/arizonaland). The location's menu features over 100 different beverage offerings, some of which can't be found anywhere else. Starbucks plans to open more of these shops in [Milan, New York, Tokyo](https://www.trendhunter.com/trends/roastery-pasticcini-flight) and Chicago, within the next two years. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 89% | Activity: 91% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Experiential Coffee Chain Locations:** Brands can create coffee chain locations that offer an immersive and unique experience for consumers, combining education, technology, and interactive elements. - **Tech-infused Roastery:** The integration of technology in coffee roasteries can enhance the production process, improve customer engagement, and create a more innovative coffee experience. - **Augmented Reality Tours:** Coffee establishments can provide augmented reality tours that allow customers to learn about the coffee-making process, visit virtual environments, and enhance their overall experience. ### Industries Being Reshaped - **Coffee Chains:** Coffee chains can embrace the concept of experiential locations to differentiate themselves, attract more customers, and create a loyal customer base. - **Hospitality:** The hospitality industry can incorporate tech-infused roasteries, providing unique and interactive experiences for guests and driving customer satisfaction and engagement. - **Food and Beverage:** The food and beverage industry can explore the use of augmented reality tours to offer an innovative and educational experience to customers, increasing their interest and engagement with their products and brands. ## Related on Trend Hunter - [Modern Coffee Culture Boutiques](https://www.trendhunter.com/trends/nespresso-new-york-city-flagship.md) - [Restored Cafe Culture Retailers](https://www.trendhunter.com/trends/starbucks-coffee-house.md) - [Espresso Martini Flights](https://www.trendhunter.com/trends/espresso-martini-flight.md) - [Convenient Order-Ahead Coffee Shops](https://www.trendhunter.com/trends/starbucks-pickup-with-amazon-go.md) - [Tequila Cold Brew Beverages](https://www.trendhunter.com/trends/starbucks-reserve-roastery-tokyo.md) - [Mississauga Coffee Chain Debuts](https://www.trendhunter.com/trends/arabica.md) - [Coffee-Centric Contemporary Studios](https://www.trendhunter.com/trends/blue-bottle-studio.md) - [Nature-Inspired Coffee Boutiques](https://www.trendhunter.com/trends/coffee-boutique.md) - [Sweet Italian-Inspired Beverages](https://www.trendhunter.com/trends/starbucks-reserve.md)