Image courtesy of Starbucks
On Tuesday, February 27, Starbucks announced that it had opened its first Reserve store, located in the company’s headquarters. The new premium retail format will combine elements of Reserve Roasteries, freshly baked artisanal Italian food from Rocco Princi, and Third Place experience.

The marketplace-style environment will be the first of many, as Starbucks plans to open up to 1,000 Reserve store locations worldwide to bring premium store experiences to customers.

“We have taken everything we have learned from our highly successful Roasteries, the relevancy of the third place, and the overwhelming reception of freshly baked Princi food to an environment that will re-define customer connection and continue to serve as a halo to the rest of the business,” says Starbucks executive chairman Howard Schultz.

Image courtesy of Starbucks
A full beverage menu will feature everything available at the Reserve Roastery, in addition to new items like Nitro Draft Latte and Spiced Ginger Cold Brew on tap as well as new espresso drinks such as the Bianco Mocha. Princi Bakery products, which first became available to Starbucks customers at the Seattle Reserve Roastery in November, include cornetti, brioche, Pizza Mozzarella di Bufala, and focaccia sandwiches.

The open environement of the Reserve store allows customers to interact with employees at the Reserve coffee bar or Princi Bakery counter, view breads and pastries being prepared in the Princi kitchen, or relax and socialize in the store’s community tables or lounge areas set around two fireplaces.

“While our Roasteries are designed to be bold, educational environments, our Reserve store takes the best of coffee craft as well as artisan baking and layers in a marketplace-style customer experience creating a space that has both energy and moments of intimacy,” says Liz Muller, senior vice president, Creative, Global Design & Innovation.