Starbucks follows the national trend! Open the first non-heritage concept store in China!

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On September 30, the first Starbucks concept store in Shanghai, the day before the National Day holiday, Starbucks Zhenxuan Shenyuli concept store opened for trial at Shanyuli, Shanghai's Suhe Bay Vientiane, 100 Fujian North Road, Jing'an District, Shanghai, according to Jing'an in Shanghai.

The non-heritage concept store is not only a unique third space, but also an exhibition space for non-heritage art. Shanghai-Yunnan culture converges here, bringing immersive double non-heritage cultural experience. It is one of the recommended sign-in places for citizens to explore historical and cultural traces and feel the charm of the city.

It is reported that the signboard at the entrance of this non-heritage concept store adopts Yunnan Honghe tin handicraft, the door handle is made of handmade silver, and on the walls of the store, there is a whole background wall of coffee bean flowers made by traditional embroidery technology. In addition, the theme decoration wall is inlaid with sterling silver Starbucks handmade hammer logo.

The decoration in the store is the craft of Yunnan ethnic minorities and the embodiment of the design concept of cheongsam in Shanghai. The Starbucks baristas in the store are decorated with a unique embroidered mermaid brooch on their chest, which is also a special product tailored for non-heritage stores in Shanghai.

According to Lu Shilan, manager of Starbucks Zhenxuan Shenyuli concept store, the first non-heritage concept store has newly selected Yunnan coffee beans-a kind of sun and water washing from Yunnan Tianyu Farm. Consumers can also experience the traditional siphon coffee brewing in Shanghai on the spot.

Sitting in "Shen Yuli" is because there are strong historical buildings and atmosphere around. Through Starbucks third Space and coffee interaction, consumers can learn about the craftsmanship and culture of some craftsmen, Lu said. Shanghai, as the "city of thousands of stores" of Starbucks, this non-heritage concept store of Starbucks has also become a shining new "star" in thousands of stores.

This non-heritage concept store is the first in Shanghai, but it is not the first in the world. In November 2011, China's first "non-heritage cultural experience store" landed in Beijing, where, together with the inheritors of batik handicrafts, Starbucks launched Starbucks's first coffee bar with the theme of batik art, while displaying non-heritage works of art.

"the original intention of building this non-heritage concept store and building a bridge between non-heritage culture and the modern city is our original intention of building this store, hoping to bring non-heritage art to more young urban consumers." Said Cai Deyi, global executive vice president and chief executive of Starbucks China.

It is understood that this store type is inspired by the "Rural Mom acceleration Program" launched by Starbucks in May 2020. This is a public welfare project jointly launched by Starbucks and the China Women's Development Foundation, which aims to empower rural women who can inherit non-legacy skills to help them become self-reliant and lead a better life.

Starbucks is an "unusual" company that builds emotional connections with consumers through store design that is closely integrated with local urban culture. With the current young people's aesthetic recognition of local culture, the "national tide" has gradually become a consumer trend, and Starbucks is also actively involved in it.

This store is out of the understanding and embrace of the local culture, by constantly redefining the third space, to create a unique emotional connection for each customer. With diversified concepts such as green sustainability, beauty, pet friendliness, sign language stores and co-creation of space, Starbucks has always become the fulcrum of interaction between the city and the community with a higher quality and more innovative store form.

Looking at China, Starbucks' development has been gradually integrated into a part of urban life. Now the opening of the first Starbucks concept store in Shanghai is the best proof of the perfect integration of Shanghai's amorous feelings and culture, as well as the performance of Starbucks' further development of this public welfare project.

Photo Source: Internet