BUSINESS A blend of old and new as Tianjin's Starbucks Reserve opens

BUSINESS

A blend of old and new as Tianjin's Starbucks Reserve opens

chinadaily.com.cn

18:04, August 29, 2019

Starbucks will open its first Tianjin flagship Reserve store on Friday, after renovating one of the most iconic historical landmarks. (Photos: chinadaily.com.cn)

World leading coffee chain operator Starbucks will open its first Tianjin flagship Reserve store on Friday, following renovation of one of the most iconic historical landmarks. The opening is part of Starbucks' efforts to further enhance its third-place (in-store dining) experience among coffee store goers in the country.

The store, located in Riverside 66, is a renaissance-style building constructed in 1921. Designed by Shen Liyuan, who was among the first group of Chinese architects to study overseas, the building was home to Zhejiang Xinye Bank till the early 1950s, becoming a symbol of the city's economic prosperity and development.

In the early days of the country's economic transformation in the 1980s, it reopened as the high-end Yongzheng Tailor Shop, before becoming the Xinye Foreign Trade Mall.

The building was officially designated as a city heritage site in 1997, but has been left vacant for the past two decades, a cultural gem waiting to rediscover its glorious past.

The renovation and opening of the Starbucks store aims to bring consumers and communities closer.

Leo Tsoi, senior chief operating officer and president of Starbucks China Retail, said, " We are immensely proud and privileged to preserve a revered piece of history that binds together four generations of Tianjin residents, and to share this rich cultural inheritance with more people, passing it on to future generations."

It took three years for Starbucks to preserve the building's original architecture and restore it to its full splendor, while infusing modern and creative elements that complement and give new life to the space.

The highlight of its features includes a Greek style exterior façade, a glass dome, imported marble columns and marble carvings.

The original bank counters have also been fully preserved, allowing customers a peek into what a bank from a century ago looked and felt like.

The flagship store also features Tianjin's first Bar Mixato and Teavana Bar. Bar Mixato, offering more than 30 options of cocktails, wines, and craft beers, will soon be available at more Reserve stores in China.

Jason Yu, general manager of Kantar Worldpanel, said Starbucks' investment in landmark flagship store is necessary to reinforce its dominance in the sector and strengthen its branding awareness. The large space and iconic designs will also allow consumers to have an immersive and memorable experience in a beautiful, unique venue.

Starbucks will open its open its first Tianjin flagship Reserve store on Friday, after renovating one of the most iconic historical landmarks.

Starbucks will open its open its first Tianjin flagship Reserve store on Friday, after renovating one of the most iconic historical landmarks.

Starbucks will open its open its first Tianjin flagship Reserve store on Friday, after renovating one of the most iconic historical landmarks.

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