Starbucks Reserve Roastery in Shanghai opens Dec. 6

Starbucks Reserve Roastery in Shanghai opens Dec. 6


New multi-sensory retail experience offers customers an immersive:

•   manufacturing and cafe environment including roasting, packaging and brewing;
•   integrated offline and online augmented reality (AR) digital experience; and
•   debut of food freshly baked onsite by Italian food purveyor, Rocco Princi for the first time ever in China

China is Starbucks fastest growing market with a store opening every 15 hours, marking immense opportunity across the country which is unparalleled for any other global consumer brand

The Starbucks Foundation and Starbucks China reaffirms commitment to the China market announcing a social impact commitment of $20 million USD (RMB 132 million) over the next five years

SHANGHAI, 2017-Dec-05 — /EPR Retail News/ — Starbucks Reserve Roastery in Shanghai, the first fully immersive coffee experience in Asia, will celebrate its historic opening tomorrow, Dec. 6, culminating in Starbucks most ambitious project ever. When the doors open to the world’s second Starbucks Roastery, created three years after the inaugural Seattle Roastery, customers will be greeted by a multi-sensory coffee experience in an interactive coffee and retail destination like no other.

The Roastery is the epitome of coffee and retail innovation for Starbucks in China, the company’s fastest-growing market with more than 3,000 stores across 136 cities, unprecedented for any global consumer brand and with immense growth opportunity. Starbucks already has more than 600 stores in Shanghai – the largest number of stores in any city where Starbucks (NASDAQ: SBUX) has a presence.

As customers enter the Roastery and step through the front doors of the 2,700-square-meter (30,000-square-foot) building, they’ll be greeted by the stunning sight of a two-story copper cask, adorned with more than 1,000 traditional Chinese chops, or stamps, hand-engraved to narrate the story of Starbucks and coffee. As part of their experience, customers can visit many attractions including one of three coffee bars offering multiple brewing methods, explore specially-crafted teas at the 3-D printed tea bar, enjoy freshly baked Italian artisanal food by Princi, and marvel at the ceiling made of 10,000 handmade wooden hexagon-shaped tiles, inspired by the locking of an espresso shot on an espresso machine.

And, all along the way, customers can point their mobile devices around the Roastery for even more moments of discovery as they immerse themselves in the augmented reality (AR) experience.  Integrating this technology into the store, located at 789 Nanjing Road W., in one of the world’s busiest shopping destinations, makes it one of the most advanced digital locations for Starbucks in the world.

“The affinity we have built with our partners (employees) and customers over the past 18 years in China is special and we knew we must bring the Reserve Roastery, our boldest, most premium store ever, to Shanghai, China’s bustling metropolitan hub and one of the world’s most dynamic retail destinations, as well as a gateway to customers from across Asia and the world,” said Howard Schultz, executive chairman of Starbucks Coffee Company. “We’ve created a space that both recognizes and celebrates our 46-year history of coffee leadership and retail innovation with China’s rich, diverse culture.”

A Theater of Coffee with a Chinese Focus

For the first time ever, unique, small-lot Reserve coffee which Starbucks sources from more than 30 countries around the world, including coffee from China’s Yunnan Province, will be roasted in China by eight highly trained Chinese coffee roasters – passing on 46 years of Starbucks roasting expertise to the first batch of Chinese roasters. Customers can watch the green beans as they are roasted, then sent through copper “symphony” pipes (named because of the musical sound the beans make as they travel through them) directly to silos at the coffee bars, where customers can enjoy a fresh cup of Reserve coffee, or to the in-house pack line to be packaged for distribution across Starbucks Reserve® stores in China.

The three wooden coffee bars, including one that is 27 meters (88 feet) long – the longest at any Starbucks – are handcrafted by premiere Chinese artisans and reference the unique roasting curve of individual coffee beans, executing the Roastery’s design vision of Liz Muller, senior vice president of creative global design for Starbucks. The bars serve as the stage where hundreds of baristas will handcraft some of the rarest, small-lot coffees in the world using one of six brewing methods: ModBar® Pour Over, Chemex, Coffee Press, Siphon, Espresso and the proprietary Clover-brewed coffee.

The Yunnan Reserve coffee, grown in Pu’er in Yunnan Province, is roasted and available exclusively at the Roastery in Shanghai. It’s the culmination of Starbucks ongoing, deep commitment to Chinese growers. Since 2012, agronomists at the China Starbucks Farmer Support Center have worked closely with farmers and the government to provide resources and expertise to improve quality and promote sustainable coffee-growing practices. Like the Shanghai Roastery, the Yunnan Reserve coffee truly is made “In China, For China.” The introduction of Yunnan Reserve coffee also signifies an important step in completing the Starbucks China supply chain, delivering premium coffee from bean-to-cup, and now introducing a rare, exquisite, yellow honey-processed cup of Yunnan coffee to a global audience.

A Groundbreaking Digital Experience

The Shanghai Roastery will become the first Starbucks location, and the first-of-its kind in China, to seamlessly integrate a real-time, in-store and online customer experience. Roastery customers are invited to immerse themselves in the first Starbucks augmented reality (AR) experience – accessible through the custom-designed Roastery digital web-app platform or on Alibaba’s Taobao app – by simply pointing their mobile devices at key features around the Roastery to bring to life information about the Starbucks bean-to-cup story. To help customers create their personal Roastery discovery journeys, the Roastery digital web-app platform also incorporates a digital menu and will, intuitively through AR technology, share details of the coffee bars, brewing methods, as well as other not-to-be-missed unique online and offline experiences. Each step of the way, customers unlock a virtual badge and once all badges are earned, they receive a custom Roastery filter to commemorate the moment and share on social media. The Shanghai Roastery digital experience is designed by Starbucks and powered by Alibaba Group’s scene-recognition technology.

This experience also extends to Alibaba’s online marketplace, Tmall, allowing customers to purchase Shanghai Roastery and Reserve branded merchandise and whole bean coffee for delivery directly to their homes, or to register for specially curated coffee tasting experiences that can be enjoyed at the Starbucks Roastery in Shanghai.

Princi, Italian Artisan Bakery Comes to Asia

At the Shanghai Roastery, acclaimed baker Rocco Princi combines the craft of bread baking, exceptional ingredients and the “Spirito di Milano” to bring his artisanal offerings to Asia for the first time. Princi, famed for bakeries in Milan and London, joins the premium Starbucks Reserve® brand as the exclusive food pairing to its rare, small-lot coffees. Princi is the exclusive food offering in all Starbucks Roastery locations, including Seattle, Shanghai and upcoming locations.

“Rocco and his team’s passion for handcrafted food and artisanal baked goods at Princi mirrors how I feel about our coffee,” said Schultz. “His attention to detail, meticulous care in selecting the freshest, high-quality ingredients and the artistry of preparation creates an Italian food experience that perfectly pairs with our most premium coffees. I look forward to seeing Princi’s success in Seattle further extend to our Roastery in Shanghai.”

In Shanghai, a team of more than 30 skilled Chinese bakers and chefs bring artisan baking to life using exceptional ingredients sourced specifically for each fresh food offering. Much like Rocco’s European locations, the Shanghai site is centered around ovens, with more than 80 different menu items – from flaky cornetti to focaccia sandwiches filled with Parma ham and Italian mozzarella – for breakfast, lunch and dinner, baked fresh onsite. A Commessa (or culinary concierge) will guide customers through the breadth of offerings.

A tribute to China’s tea culture

The new Shanghai Roastery features China’s first Starbucks® Teavana Bar, an entirely modern tea experience specifically designed for Chinese customers. While demonstrating deep respect for the thousands of years of Chinese tea tradition, the Starbucks® Teavana Bar reimagines a modern tea experience for customers who increasingly seek new and different tastes and experiences. Customers to the tea experience bar can select a Teavana signature pure tea or blend, served either hot or iced. Using only the finest tea ingredients in the world, tea curators handcraft unexpected creations with tea mixology as well as nitrogen and tea. For those interested in experiencing a whole new brewing method, the Steampunk brings together science and theater. Watch tea leaves dance in the water, while steam extracts every nuanced flavor in one of tea’s most dynamic moments.

Inspired by the traditional clay teapots in China, the tea experience bar is a light jade color with dark shadows to represent tea stains formed in a teapot over time. It is also the only tea bar created from recycled materials using a 3-D printer, measuring 7.5 meters (25 feet) in length.

Our responsibility and commitment to the country’s future

Starbucks takes its responsibility to contribute and give back to communities seriously. Today, the company announced another milestone in its commitment to China: contributing meaningful and enduring social impact through poverty alleviation by creating opportunities for groups facing barriers, strengthening partner-driven and locally relevant community engagement, and improving lives of Yunnan coffee farmers and their families.

The Starbucks Foundation and Starbucks China plan to make charitable donations totaling approximately $20 million USD (RMB 132 million) over the next five years to drive social impact in communities across China.

“We firmly believe it is our role and responsibility to use our scale to give back to the communities as we continue to grow in China, and with the people of China,” said Belinda Wong, chief executive officer of Starbucks China. “Our commitment, together with our Roastery opening, epitomizes how Starbucks is doubling-down on the unprecedented opportunities we see in the future for Starbucks and China.”

The Starbucks Foundation’s charitable donation is part of its ongoing global commitment to giving back.

“The Starbucks Foundation was established 20 years ago to strengthen communities around the world.  We are proud to have supported communities across China for many years and look forward to deepening our commitment in the years to come,” said Vivek Varma, president of The Starbucks Foundation.

Starbucks entered China in 1999 and these series of commitments reaffirm the strategic role of the China market and highlight Starbucks ongoing aspiration to elevate its partners, customers, suppliers and neighbors to create an environment where everyone can thrive. The Starbucks Roastery is another firm demonstration of Starbucks confidence and optimism in its long-term growth in China.

About Starbucks Coffee Company

Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting high-quality arabica coffee. Today, with more than 27,000 stores around the globe, Starbucks is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit our stores or online at and

About The Starbucks Foundation

Established in 1997, The Starbucks Foundation has strengthened communities around the world by advancing youth leadership and community engagement. The Starbucks Foundation is a U.S. 501 (c)(3) charitable organization under U.S. law, and receives funding primarily from Starbucks Corporation and private donations.


Phone: 206 318 7100

SOURCE: Starbucks Corporation


Starbucks to assume 100% ownership of 1,300 Starbucks stores in Shanghai and Jiangsu and Zhejiang Provinces

Starbucks to assume 100% ownership of 1,300 Starbucks stores in Shanghai and Jiangsu and Zhejiang Provinces


  • Company announces agreements to acquire the remaining 50% of its East China JV and divest its 50% interest in its Taiwan JV; both transactions undertaken with long-term JV partners President Chain Store Corporation and Uni-President Enterprises Corporation
  • Company Reaffirms Its Commitment to Operating 5,000 Stores in Mainland China by 2021

SEATTLE, 2017-Jul-31 — /EPR Retail News/ — Starbucks Corporation (Nasdaq: SBUX) today ( July 27, 2017) announced entry into a definitive agreement to acquire the remaining 50% share of its East China (“East China JV”) business from long-term joint venture partners, Uni-President Enterprises Corporation (“UPEC”) and President Chain Store Corporation (“PCSC”) for approximately $1.3 billion in cash consideration in the largest single acquisition in the company’s history. Starbucks will assume 100% ownership of approximately 1,300 Starbucks stores in Shanghai and Jiangsu and Zhejiang Provinces, building on the company’s ongoing investments in China, its fastest-growing market outside of the United States in terms of store count.

Concurrently, UPEC and PCSC will acquire Starbucks 50% interest in President Starbucks Coffee Taiwan Limited (“Taiwan JV”) and assume 100% ownership of Starbucks operations in Taiwan for approximately $175 million. Founded in 1997, the Taiwan JV currently operates approximately 410 Starbucks stores in Taiwan.

“Unifying the Starbucks business under a full company-operated structure in China, reinforces our commitment to the market and is a firm demonstration of our confidence in the current local leadership team as we aim to grow from 2,800 to more than 5,000 stores by 2021,” said Kevin Johnson, president and ceo, Starbucks Coffee Company.

“Similar to our decision in 2011 to fully license our Hong Kong and Macau market operations, we are pleased to transition our business in the Taiwan market to our long-time partners Uni-President Enterprises Corporation and President Chain Store Corporation, both highly-recognized local operators, as we continue to grow in Taiwan. This is a critical next-step as we advance our multifaceted China growth strategy for long-term profitable growth in Asia.”

East China is a significant and strategic region for Starbucks in China, with Shanghai containing nearly 600 stores, the largest number of stores globally of any city where Starbucks has a presence. In December 2017, Shanghai will also be the first city outside of the United States to welcome the opening of the ultra-premium Starbucks ReserveTM Roastery.

“This is the beginning of yet another exciting new chapter for Starbucks in China. Full ownership will give us the opportunity to fully leverage our robust business infrastructure to deliver an elevated coffee, in-store third place experience and digital innovation to our customers, and further strengthen the career development opportunities for our people,” said Belinda Wong, ceo, Starbucks China. “Our East China partners’ relentless pursuit of operational excellence and leadership has provided us a solid foundation to maximize the unprecedented growth opportunities ahead and we look forward to extending our world-class network of unique programs to support their personal and professional dreams.”

“We’ve had a strong friendship with Starbucks for nearly 20 years, starting with the opening of the first store in Taiwan and then further extending our partnership with the opening of the first store in East China” said Alex Lo, Chairman, Uni-President Enterprises Corporation. “We are confident that our new ownership model and continued collaboration with Starbucks will enable us to be even more focused on delivering an elevated Starbucks Experience to our customers in the Taiwan market.”

Starbucks will discuss the financial impact of these transactions during its third quarter fiscal year 2017 earnings conference call at 2:00 p.m. PT today, Thursday, July 27.  Both transactions are expected to close by early calendar year 2018 and are subject to customary closing conditions, including receipt of required regulatory approvals.

About Starbucks

Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting high-quality arabica coffee. Today, with more than 25,000 stores around the globe, Starbucks is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit our stores or online at and

About Uni-President Enterprises Corporation

Uni-President Enterprises Corp. was established in 1967 and listed in 1987. We are not only the biggest food and beverage manufacturing company in Taiwan but also have business in China and Southeast Asia. Besides, we also expand our business scope to retail and logistic field so that we could provide the safest and the best experience to consumers by building vertical integration. To know more details about our company, please visit us online at

About President Chain Store Corporation

Established in 1987 and listed on Taiwan Stock Exchange in 1997, President Chain Store Corp. (PCSC) is the largest convenience store operator in Taiwan, with over 5,100 7-ELEVEN stores at the end of 2016. PCSC has diversified into other retail businesses, such as restaurant, drugstore, department store, supermarket and online shopping. Our business operation areas include Taiwan, Mainland China, the Philippines and Japan. Uni-president, the largest food and beverage company in Taiwan, is PCSC’s parent company with 45.4% ownership.

Forward-Looking Statements

Certain statements contained herein are “forward-looking” statements within the meaning of the applicable securities laws and regulations. Generally, these statements can be identified by the use of words such as “anticipate,” “expect,” “believe,” “could,” “estimate,” “feel,” “forecast,” “intend,” “may,” “plan,” “potential,” “project,” “should,” “will,” “would,” and similar expressions intended to identify forward-looking statements, although not all forward-looking statements contain these identifying words. These statements are based on information available to Starbucks as of the date hereof, and Starbucks actual results or performance could differ materially from those stated or implied, due to risks and uncertainties associated with its business. These risks and uncertainties include, but are not limited to, the failure of the parties to consummate the transactions due to commercial, regulatory or other reasons, as well as general economic and industry factors such as coffee, dairy and other raw materials pricing and availability, successful execution of internal performance and expansion plans, fluctuations in U.S., Chinese and other international economies and currencies, the impact of initiatives by competitors, the effect of legal proceedings, and other risks detailed in the Company’s filings with the Securities and Exchange Commission, including the “Risk Factors” section of the Company’s Annual Report on Form 10-K for the fiscal year ended October 2, 2016. The Company assumes no obligation to update these forward-looking statements.


Phone: 206 318 7100

SOURCE: Starbucks Corporation


3000th Watsons China Store Opens in Shanghai

3000th Watson China Store Opens in Shanghai


HONG KONG, 2017-Apr-17 — /EPR Retail News/ — The new store in Shanghai Super Brand Mall expresses the brand in its latest store format, which is one of the actions which Watsons has done to upgrade the shopping experience, energising such a modern health and beauty retail brand with heritage.

Rapid Expansion in China
As the largest international health and beauty retailer in Asia and Europe, A.S. Watson Group is one of the first-movers in the Mainland China market. Dominic Lai, Group Managing Director of A.S. Watson Group is delighted about the achievement, “I want to express my heartfelt congratulations to the Watsons China team for achieving the 3,000th store milestone. China has always been a strategic market to A.S. Watson Group, and we are glad to witness the rapid development of Mainland China as well as the tremendous growth of our Watsons business in the market. The customers of Watsons China are the youngest on average amongst all Watsons operating markets. Watsons has become a highly trusted and popular brand over the years, and we are committed to continue to bring a wide variety of quality products to our customers whilst connecting and listening to them via social media. Looking ahead, A.S. Watson Group will continue to expand the reach of our retail brands in 25 operating markets to put more smiles on our customers’ faces, and we expect to reach the milestone of 14,000th store worldwide in the fourth quarter this year.”

New App with O2O Capability
In the newly-opened store, two interesting services, namely “Style Me” and “Skin Test”, have been launched to engage our customers. Leveraging Augmented Reality-enabled (AR) technology, “Style Me” offers virtual make-up service and product recommendations while “Skin Test” gives skincare advice to customers by using scientific biometric data.

As the leading health and beauty retailer in Mainland China, Watsons loyalty club has already recruited over 60 million members in China across its 3,000 stores in the market, making shopping even more convenient. In the digital arena, Watsons will launch the electronic membership card, enabling round-the-clock, O2O (Online-to-Offline) service to customers.

Watsons China has also featured its mobile app “萵筍” (pronounced as “Watsons”) in the new store, which offers one-stop solution to customers. This allows Watsons to become the brand which beauty-savvy customers gather and exchange information, both online and offline. The mobile app is a bridge between Watsons and customers, the “Ask Me” function in the app uses video-conferencing to enable customers to consult beauty advisors over the app, while “Scan Me” function allows instant questions to be asked by scanning the product one has purchased. These features have removed the barrier of time and space, allowing customers to enjoy shopping through a mobile app, even before one steps into the store. Apart from real customer critics, the app can also detect the promotions of the near-by stores, which is expected to draw footfall to physical stores and help improve sales.

Watsons China celebrated the 3,000th store milestone in 2 years, which the brand operated 2,000 stores in 2015. With the introduction of new mobile app and more stores to be opened in new formats, it shows that the brand has been energised and embraced the latest trend to put more smiles on customers’ faces.


+852 2606 8833
+852 2690 2836

Source: A.S. Watson Group


The new Prada boutique at Plaza 66 in Shanghai reopens

Shanghai, China, 2016-Jul-13 — /EPR Retail News/ — Fashion is an experience in intimacy. The relationship between garment and the body creates a personal narrative informed by texture and color, contrast and complement. Garments toy with perception –who we are, who we will be –realized in the way we dress. The new Prada boutique at Plaza 66 in Shanghai, comprising three levels of luxurious salons, embraces the intimate customer experience.

In pursuit of this intensely personal experience, the entirety of the long-established Prada store has been reimagined. The external façade, overlooking Shanxi Road to the right of the Plaza 66 entrance, pays homage to Franco-Venezuelan artist Carlos Cruz-Diez*. The effect is at once playful and majestic: a striking kinetic art piece that appears to move with the viewer. Inside, a black marble façade unifies the three tiers of the store. Large windows reveal the interior, providing passers-by with a glimpse of the luxurious ambience: velvet, marble, Perspex, glass. Here Prada reconsiders the domestic environment in a retail setting, inviting visitors into a space where comfort is paramount.

The Prada boutique at Plaza 66 is one of the most important touch-points for the Prada brand. The intense design, detailing, and materiality reflect Prada’s century long commitment to craftsmanship and luxury since Mario Prada founded his first shop in Milan in 1913. That this emerging retail typology of highly crafted intimacy finds its fullest expression in Shanghai is an index both of the importance that the brand places on its Chinese customers and the growing sophistication of the luxury consumer. Prada’s focus continues, as it always has, on customer service and the experience,surprise and delight possible in an intimate retail environment.

Prada wishes to express its admiration for French-Venezuelan artist Carlos Cruz-Diez, one of the leaders of the kinetic art movement, an innovative form of dynamic expression with a strong visual impact. Having always greatly appreciated Carlos Cruz-Diez and his contribution to this artistic genre, Prada wishes to publicly pay homage to his artwork, which served as a starting point for the design of the façade of the Prada boutique located in Shanghai, Plaza 66.

The Rooms
Enter the first level into the main room: the space is framed by Prada’s signature round-edged windows, the floor glistens with black and white chequered tiles. The original Milan Galleria store is reflected in tall vitrines and beamed ceilings in the familiar Prada“Encausto Verde”. The three retail floors are linked by an elegant staircase featuring narrow vertical bands of green and white marble, engaging with a modern retelling of renaissance materials and designs. Green marble doorways and thresholds lead in a series of dedicated salons. Each salon’s ceiling is unique, different heights and shapes individualize the experience, each new room a journey.

The Red Salon
The red salon pays tribute to China with walls of floral jacquard and velvet-lined niches for luxury leather goods and the most precious articles. The salon is small, drawing visitors to engage in a unique moment with each piece.

The Green Salon
The green salon engages with the Prada green in an intimate space: deep green panelling and green marbleshelves display women’s leather goods and small leather articles.

The Circular Salon
The circular salon draws intimacy from its shape.New green velvet Osvaldo Borsani chairs and sofas –exclusive edition for Prada -draw visitors to sit and enjoy the space. Green marble surrounds the footwear display niches, complemented by scored-metal back panels, reflecting light back into the space.

Level 2
The second level embodies the intimacy of the store, a space at once feminine and private. A space with a secret. The black and white floor of the salons downstairs is reprised in large carpets of different shapes, incorporating softness into the rooms. The walls are a textural adventure, lined with different patterns of green-shaded velvet in silk and mohair.The first room is dedicated to the clothing collections, as well as select leather goods and the Made-to-Order service. The central room –a sitting area with more Borsani chairs and a large geometric rug –highlights footwear. The connecting corridors contain videos and special products in marble display cases and at the end a small oval room. Lined with velvet curtains and featuring mustard yellow velvet seating in the middle, this VIP chamber is a spatial embodiment of femininity and softness, complemented by smooth, curving lines.

Level 3
The final level holds the men’s collections. Beamed ceilings and black and white floors recall the lower levels. Grey Encausto walls, Bardigliomarble shelving, green lounges and accessories all contribute to the masculine look of the space, which contains menswear, leather goods, and travel collections. The footwear room features a red velvet seating suite, a seductive contrast to the other cool tones. In the clothing collection rooms, wood and velvet seating completes the furnishing, while narrow ebony floorboards sit under colourful geometric carpets. Paired with the air force-blue velvet walls, the room is playful in its intimacy, inviting guests to touch, to sit, and to engage with the pieces around them.

For further information: 
Prada Press Office
Ph. +39.02.541921

Source: Prada Group