Starbucks is giving its small-batch coffee the big-star treatment. On Friday, the Seattle-based java giant will open its Reserve Roastery in New York, a 23,000-square-foot, copper-hued palace boasting 35 items on its beverage menu and more than a dozen varieties of pastries. High-end design elements, like leather-encased door handles, and lavish prices—a latte costs $6, add cardamom and it will set you back $8.50—aim to attract the coffee connoisseurs who have traditionally shunned the brand for being too pedestrian.
But the brand is uniquely positioned "to bring the ultimate experience of all things coffee" to the New York market, according to Chief Executive Kevin Johnson. The new store, located in Chelsea, is Starbucks' fourth roastery, following shops in Seattle, Shanghai and Milan. The company worked with nearly 300 New York partners on the offering, which boasts a 60-foot Arriviamo bar where patrons can order coffee-laced cocktails, like a Negroni atop a pour-over, from three mixology stations.