The brick-and-mortar store is dead? Starbucks is going to open 100 such experience stores.

Experience is a big move for offline physical stores. It is a demand that online shopping cannot meet at present. Uniqlo, IKEA, Decathlon... they all tasted the sweetness of the experience.

And this time, Starbucks, which has been doing a lot in scene marketing, also wants to share a piece of experience marketing. Starbucks experience is quite loud, directly moved the factory into the store...

Starbucks has opened a 15000-square-foot original coffee roasting experience in Seattle, USA. It could be said to be an unprecedented attempt.

The whole flagship store gives people the feeling of "Uncle Charlie's Chocolate Factory", not only very design sense, but also with a theater, factory, cafe, really everything, tall and amazing!

Although the chain has spread all over the world, it is not easy to take a coffee factory tour like in the movie. But now it's different. This experience hall will become a paradise for coffee lovers and an enlightenment place for coffee tasting for other customers.

In the experience hall, customers can observe the whole process of coffee cooking and roasting up close, but you will never feel that this tour process is too rigid, because the atmosphere in the store is as relaxed as a normal Starbucks store.

The coffee roaster is as sophisticated as a museum display, and staff members will demonstrate how to operate the heavy machine and explain its principles to curious customers.

The interior design is permeated with coffee-related atmosphere, with a row of real coffee plants on the exterior wall, and various interior decorations composed of curves and irregular lines distributed throughout the store.

What's more, the store is equipped with a huge smart glass screen with matte glass texture, on which high-definition videos will be projected to show Starbucks 'coffee procurement process and method in Costa Rica.

If you're in a hurry, you can still buy takeout coffee, but you'll miss out on the most distinctive service available only here-taking you from a bag of raw coffee beans to the full process of making it into a cup of coffee.

Once the sack is opened, the beans are sucked into these tubes and fly all the way through the ceiling to the bean storage tank.

The centerpiece of the store is this towering coffee storage bucket. Even more amazing, the holes in the barrels allow light to pass through them and reflect the outlines of maps of South America and Africa on the ground.

A pair of small Probats roasters can roast 25 or 50 kilograms of coffee beans at a time. The small one roasts the beans for the store, while the large one supplies Starbucks stores nationwide.

When coffee beans are poured from the roaster into this cooling container, the temperature is extremely high. So children must not like chocolate factory those disobedient children like to flip over the glass fence to touch it!

Once the beans are roasted, they pass through these tubes in the ceiling and are sent to the barista's station for further processing.

The height of the counter here is lower than that of the average Starbucks store, so that customers can have more communication and contact with the barista. To enable baristas to better demonstrate the coffee preparation and making process to customers. Also, make sure you don't misspell your name when it's delivered to you!

In addition to Starbucks 'signature Clover coffee maker, it can also make more subtle fruity coffee flavors for you using funnel and pre-brew coffee making methods.

There are also two teaching sessions for customers who want to improve their coffee taste. The first shows three different varieties of single-source coffee beans; the second shows three different ways to make a coffee bean. Let customers discover the nuances of coffee beans and different ways of preparing them.

The three coffee beans typically displayed are the juicy Colombia Montebonito, the milder Nicaragua Cabo Azul, and Pantheon Blend, the store's exclusive chocolate flavor.

Coffee beans roasted that day are sold in-store, emphasizing the freshness of the beans. After enjoying coffee, fans can also browse Starbucks 'huge coffee literature storage in the in-store library.

There is an experimental coffee tasting bar on the ground floor. You can also buy a variety of coffee souvenirs.

Starbucks is introducing siphoning coffee for the first time, a time-consuming and storefront equipment-demanding process that will deliver a silky, smooth, and extraordinary taste.

All in all, this original coffee roaster experience is a big step forward for Starbucks and an in-depth review of the brand's history.

Although many people only associate Starbucks with the glamorous coffee fast food style, the establishment of this concept store will vividly show the outside world that what really makes Starbucks stand in the coffee world is its deep coffee brand culture and innovative thinking.

It is reported that in the next few years, Starbucks intends to open 100 such high-end experience stores, and will not use Starbucks logo, internal sales of coffee beans will use the "R" mark, representing the Reserve brand, differentiated high-end route.

It is believed that this move will bring new profit expectations for Starbucks in the future. And it will also bring some inspiration to many offline brand stores.