The new Starbucks Reserve Roastery location merges legacy with innovation, with Art Deco style interiors that pays homeage to the original architecture.
Few things say New York more than the Empire State Building. Welcoming millions of visitors every year, the popular ourist attraction is where King Kong swatted at passing planes in the 1933 film, where Annie and Sam finally find each other in Sleepless in Seattle and more iconic screen moments. And now, the new Starbucks Reserve store is also a part of that history.
The mega coffee chain's latest location officially opened its door to the public on November 16. Occupying 23,000 sq. ft. over three floors, the new location is the latest addition to Starbucks Reserve's roster, which includes six locations in Seattle, Shanghai, Tokyo and more.
Housed in the former Heartland Brewery, the new Starbucks Reserve made some big layout changes to restore the original prestige of an Empire State Building address. Instead of the brand's familiar green siren logo, the new façade and storefront now has the words “Starbucks Reserve” crafted in vintage aluminium lettering, as if it's been there since the building first opened. The Starbucks design team also worked with Empire State Realty Trust (owner of the Empire State Building) to reclaim the second-floor windows and rebuild the decorative mullions, finials and revolving door configuration. Inside the store, the walls are clad in terrazzo marble while the ceiling was restored and hand-painted in 24-carat gold, recalling an era of grandeur and glamour.
“In the Art Deco style, you see strong geometric patterns and applied ornamentation. It has that timeless, classic New York sensibility,” said John Nelson, senior store designer for Starbucks. “We have applied an artful interpretation of Art Deco in the Starbucks Reserve Empire State Building store. We nod to it with our colour palette and patterns while also making it our own.”