New York Roastery Roasting Environment
The Starbuck Reserve Roastery concept’s chief design challenge was to blend full-scale coffee manufacturing with an elevated, immersive retail experience. Every step of the coffee roasting process was brought into customer view and elevated to theater. Traditionally utilitarian, the roasting equipment was carefully recrafted to sit in the retail environment and illustrate the full ‘journey of the bean’.
view approaching cask
aerial view of roasting environment
humanizing the industrial process
articulation of industrial elements and playful reveals into the roasting process allow customers to have a more personal connection to coffee craft.
cask and green bean loading area viewed from the main floor
coffee + building craft
the copper cask is the visual and physical heart of the New York Roastery. The assembly and custom patina pay homage to the craft of coffee.
view of roasting environment from level 1
left - cask w/copper skin, right - cask structure and mechanical systems revealed
a functional vessel
the cask is not only the visual center of the Roastery, but it is also a functional work space with roasters moving in and around to perform daily functions
operational space inside cask
Project Role
As Senior Concept Designer at Starbucks, I designed and coordinated the NYC Roasting Environment. The NYC cask design is patented.
All photos are property of A Zahner Company - Credit: Tex Jernigan. All drawings are property of Starbucks Coffee Co.