In a time, when #brands are struggling with their retail space, trying to maximize their returns per square foot and wondering whether brick and mortar still makes sense in the digital world, #Starbucks defies all convention and goes forward with a massive store launch in #Tokyo.
It is not yet another cafe, but rather a #retail theater! It's an experience, and the moment you give #consumers not just a physical product but also an emotional experience, you have a winner on your hands.
Calling it a 'Roastery' is a way to premiumize the Starbucks brand further. It not only acts as a brand amplifier but also as an #innovation lab where new menus, products and designs can be tested out before being rolled out at a larger scale.
The #coffee space will continue to get more exciting!
You can read all about it the link below:
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