Reserve Domestic Introduction 10th Anniversary Store
Featuring Coffee Specialty Drinks and Mixology Cocktails
Starbucks Korea announced on the 11th that it will open a new store, ‘Jangchung Lounge R Branch,’ in Jung-gu, Seoul on the 12th.
Jangchung Lounge R Branch is the 10th special store launched to celebrate the 10th anniversary of Starbucks Reserve’s introduction in Korea. Starbucks has consistently introduced special stores that provide unique and extraordinary experiences by adding its distinctive identity to special locations.
Jangchung Lounge R Branch is designed with a total of 180 seats across the basement level 1, ground floor 1 and 2, and a terrace. Utilizing a building from the 1960s, the store features a stylish interior that connects the past and present, incorporating Starbucks’ heritage elements throughout the store in beverages, interior design, and artwork.
Starbucks set the store concept to offer customers a time-travel experience to the 1960s to 1980s. To achieve this, the 1960s-built mansion is used as is, and various interior elements such as doorbells, fireplaces, stairs, and lighting that reflect the passage of time are provided to preserve the feel of the original house and offer diverse visual attractions.
On the garage wall that customers encounter upon entering the main entrance, a mural was created in collaboration with domestic graphic artists. The mural allows customers to enjoy the journey of coffee beans from cultivation, harvesting, and roasting to being served as a cup of coffee through AR.
The seven customer spaces on the first and second floors are designed with different concepts such as lounges and music rooms, creating atmospheres like independent rooms. An outdoor garden connected to the first floor has 40 seats, providing a resting space in the urban environment.
Additionally, Starbucks is introducing the ‘Mixology Bar’?previously applied overseas?for the first time in Korea, offering cocktail beverages. Mixology combines ‘Mix’ and ‘Technology,’ meaning the enjoyment of new flavors by combining alcoholic beverages with other drinks, fruits, ice cream, and various ingredients. This program is inspired by the Starbucks Roastery.
Customers can enjoy a total of 11 different cocktail beverages, including four developed from Starbucks’ signature coffee menus?espresso, latte, and cold brew?such as ‘Espresso Martini,’ ‘Latte Whiskey Martini,’ ‘Citrus Cold Brew Martini,’ and ‘Bourbon Whiskey Cream Cold Brew.’ For mixology drinks, non-alcoholic options are available for ‘White Moscato Sangria’ and ‘Strawberry Lemon Vodka Blended.’
Furthermore, Starbucks introduces a new specialty beverage exclusive to Reserve stores called ‘Espresso Flight,’ which pairs Starbucks Reserve espresso shots with chocolate powder, French vanilla cream, and Jeju Palsak sherbet. Drinks previously available at Starbucks Reserve stores will continue to be offered.
Alongside Reserve coffee and mixology drinks, 12 new items including desserts, breads, sandwiches, and mixology foods are launched. Also, as new merchandise under the mixology bar concept, Starbucks presents seven items including the ‘SS Swell Lounge Ice Bucket 2L,’ ‘SS Swell Lounge Shaker Tumbler Set 530ml,’ and two types of crystal glasses created in collaboration with Riedel, a professional barware brand.
Since last year, Starbucks has been reorganizing the Reserve brand and plans to provide a special Starbucks Reserve experience to customers who enjoy premium coffee through the ‘The Jeju Songdang Park R Branch,’ ‘The Bukhangang R Branch,’ and the newly opened ‘Jangchung Lounge R Branch.’
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