Starbucks opens flagship at the Jewel Changi Airport, Singapore
Starbucks opened its largest store in Singapore: operating out of the iconic Jewel Changi Airport, a part of the region’s leading air hub, it will serve both the local and international audience an indulgent mix of quality coffee experiences and localized offerings.
Beyond the exclusive local menu at the flagship store, the theme of craftsmanship runs strongly throughout the space along with the brand’s tribute to the coffee journey as seen from the duplex’s lush indoor landscaping, polished interiors and artisanal woodwork.
Starbucks Singapore General Manager Patrick Kwok said, “Our Starbucks Jewel flagship store brings to life our vision for the Starbucks brand in Singapore – with the depth of our Starbucks coffee expertise, our strength in store design and experience, and our pipeline of meaningful product innovations to elevate the customer experience – this is the epitome of our coffee leadership in Singapore. This flagship and its exclusive localized offerings reinforce our dedication to innovation, while placing us at the forefront of the coffee and broader F&B landscape. At our flagship store, guests can try locally-inspired dishes and exclusive offerings such as Hainanese Chicken Rice Quinoa Salad, Satay Chicken Ciabatta and Milo Tiramisu, or an Affogato with Udders ice cream. All these can be enjoyed within an inviting and inspiring environment featuring handcrafted art pieces that bring to life our farm-to-cup journey. With two bars, coffee seminar areas, and even an art gallery all under one roof, we are confident in strengthening our “third place” association in the hearts of our customers, being somewhere they always return to between their homes and offices.”
As part of the brand’s differentiated theme-based designs seen in Starbucks stores across the island, Starbucks Singapore tells the story of the brand and its journey in Singapore in its new flagship store. In addition to taking inspiration from nature, this Starbucks store also marries design touches that celebrate and capture the Singaporean culture.
The two-story flagship store was created as a place that celebrates Starbucks’ focus on community and the environment. From storefront to interior, the entire immersive experience celebrates the bean to cup journey – from the rolling hills of coffee fields to the actual shape of the coffee bean.
Upon entry, visitors are greeted by a beautifully layered wooden storefront, inspired by the textures of coffee farm landscapes. At the front and center of the store lies a sprawling coffee bar shaped like a coffee bean. It’s designed with cross-sectional honeycomb patterns carved on the wooden material for added texture.
In the main dining areas, artworks tower over Starbucks patrons with an art piece featuring the word “Singapore” made up of peranakan-inspired tiles and Starbucks Reserve coffee cards that tell the intricate coffee story, serving up a uniquely Singaporean welcome. Another eye-catching piece is the special-commissioned mural of the Starbucks Siren painstakingly hand-chiseled over two months, which stretches across the staircase linking the two levels of store.
Art Room on the second level of the store also showcases a special collection of the original pieces of art typically found within Starbucks stores across Asia. The pieces featured range from playful coffee botanicals to an intricately hand-drawn Starbucks siren against an iconic Singapore backdrop.
The retail offering has also been given a shake-up, with merchandise available only at this flagship store. Highlights include a myriad of coffee brewing accessories to lifestyle items, from glass drinkware and light-up tumblers to classic totes, pouches, and more, all exclusive to the Starbucks Jewel store.
Source: Retail In Asia.com
