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27 декабря 2017, 20:20

Starbucks Adds Augmented Reality to Shanghai Roastery

Stay on target

Have your coffee and learn about it, too, at Starbucks’ most interactive location yet—the Shanghai Roastery.

Twin to the Seattle-based inaugural small-lot Reserve cafe, the new restaurant boasts Starbucks’ first augmented reality experience.

When doors open on Wednesday, customers are invited for a cappuccino, slice of red bean green tea cheesecake, and virtual tour.

Simply point a smartphone or tablet at key features around the Roastery to “bring to life information about the Starbucks bean-to-cup story,” according to the company.

Guests explore the new Starbucks Roastery in Shanghai (via Joshua Trujillo/Starbucks)

Powered by Alibaba’s location-based technology, the Taobao app instantly recognizes when a thirsty patron arrives.

As reported by Alibaba Group news hub Alizila, customers are greeted with a special Web page, offering a detailed map, menus, and the ability to save favorite products to an account. Not to mention “other not-to-be-missed unique online and offline experiences,” a Starbucks press release boasted.

Along the way, AR users unlock digital badges (the details of which are scant, but I imagine they’re something like the tokens earned via Untappd or FitBit). Collect them all to receive a custom Roastery filter to share on social media. (Oh, sorry—did you think you were going to get a free drink or something equally useful?)

Rocco Princi baked goods FTW (via Starbucks)

Augmented reality is ultimately an inconsequential feature among 30,000 square feet of centerpieces. Starting with the two-story copper cask, adored with more than 1,000 traditional Chinese stamps, hand-engraved to narrate the chain’s 46-year history.

Add to that a partnership with artisan baker Rocco Princi, three separate coffee bars (one of which is a massive 88 feet long), and a 3D-printed tea bar, and you’ve got the makings of a pretty popular coffeehouse.

“We firmly believe it is our role and responsibility to use our scale to give back to the communities as we continue to grow in China, and with the people of China,” Belinda Wong, CEO of Starbucks China, said in a statement.

I don’t even like coffee, and I want to live in this shop (via Starbucks)

Starbucks opened its first Chinese location in 1999; the world’s most populous country is also the company’s fastest-growing market, boasting more than 3,000 stores across 136 cities.

“Our commitment, together with our Roastery opening, epitomizes how Starbucks is doubling-down on the unprecedented opportunities we see in the future for Starbucks and China,” Wong said.

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Source: https://www.geek.com/tech/starbucks-adds-augmented-reality-to-shanghai-roastery-1724896/?source=china