Gensler is proud to be part of the creation process of elevated and carefully curated retail experiences in partnership with some of the most recognizable global brands. As part of the Starbucks Shanghai Reserve Roastery project, Gensler helped to create the largest Starbucks retail location in the world. A fully functional roastery and retail showcase, it brings together education, interactive experience in coffee culture, and a coffee roasting process unique in the Asian market. Here, the guests can experience the roasting process, learn about coffee and tea culture, and observe the meticulously trained staff prepare the delicious beverages for dispensation and consumption, crafting a unique sensory experience. The careful choreography and programming of the various experiences in the space have paid off; the queues at the doors that persist months after opening are proof of the level of engagement this project has created for the Starbucks brand. 

与最具辨别度的国际品牌并肩携手，成为精心策划的高端零售体验之创新过程的一部分，Gensler甚感荣耀。Gensler参与了上海星巴克臻选烘焙工坊项目，协助建立了世界上最大的星巴克零售点。它是一个功能齐备的烘焙工坊和零售展示店，把咖啡文化教育、互动体验放到一起，还提供亚洲市场绝无仅有的烘培体验。在这里，顾客可以体验烘焙的过程，学习咖啡和茶文化，观察严格训练出的店员如何准备可口饮料，获得一种独特的感官体验。 对各类体验的周到安排，已经得到了回报。开业几个月以来门口排的长队就是证明，它证明了这个项目带给星巴克品牌的管理水准。

This retail facility limits the number of customers inside the roastery to maintain a specific ratio to the staff. This carefully orchestrated coffee experience guarantees that customers are able to fully enjoy the variety of “performances” throughout their shopping experience. More than just the show, however, the design of the space itself stimulates interaction and inspires curiosity and delight. Created in partnership between Starbucks and Gensler, an immaculate spatial experience is formed through rich textures and quality finishes. The Gensler retail team designed several key pieces of the interior, including the complex ceiling system, creating an undulating rhythm to complement the spatial experience.

这家零售店对进店顾客的人数进行了限制，以保持一个特定的顾客-店员比。

这一精心安排的咖啡体验确保顾客能够在他们光顾期间全然地享受各种“表演”。它不仅仅是一种“展示”，这个空间的设计本身，就在邀请互动、激发好奇心、提供愉悦感。Gensler跟星巴克合作了这个项目，通过丰富纹理和高质量的装饰，建立完美无暇的空间体验。Gensler团队做出了几个关键的内饰设计，包括繁复的天花板系统，从而带给带个空间体验一种跌宕的韵律。

The actual roasting of the coffee is a central focal point of the experience, with guests observing the process unobstructed. The process starts with the delivery of green coffee beans, stacked in burlap sacks, waiting until they are transferred into the roasting drums. Upon roasting, they are sorted mechanically in a transparent pneumatic chamber, creating a whirlwind of beans, and then sending them via pneumatic tubes to the centrally positioned eight-meter-high copper cask, adorned with a texture of coffee-brewing related Chinese character “stamps.” The beans are then distributed along a “symphony” of pipes to the brewing stations or the packaging conveyor line, to be prepared for distribution. Digital displays along the pipes label the destination of the beans, giving deeper insight into the roasting and coffee preparation process

咖啡的实际烘焙过程才是整个体验过程的焦点，客人可以畅快地观察整个过程。第一步是麻袋装的生咖啡豆到货，到货之后等着进入烘焙鼓中。在烘焙之外，通过机械分捡，它们进入到一个透明气压室中，形成一阵“咖啡豆旋风”。然后又被气压管道送进设备中心高达八米的铜制巨桶中，桶身饰有跟咖啡烘焙有关的汉字印章。随着“管道交响乐”，咖啡豆被分送到烘焙站，或是送到运输线上去打包，等待配送。管道沿线的电子屏显示咖啡豆的去处，让人们对咖啡烘焙过程有更深入的了解。

Along with the Starbucks brand, this location includes satellite brands like Teavana tea and Princi Bakery, presented within their own environments, the experiential concepts of these brands are implemented with the same doting attention to detail as the rest of the facility. The overall experience of the roastery subverts the expectations of the standard coffee shop experience and infuses a sense of mobility and personal interaction into every corner, with even the purchasing process reimagined to work like a conversation with a personal sommelier, untethered from the traditional point-of-sale.

除了星巴克之外，这个空间同样包含着其它的子品牌。Teavana茶和Princi面包就是两例 ，它们有各自的展示氛围。像这个空间的其余部分一样，我们以对细节无微不至的关注来贯彻这些品牌的“体验理念”。烘焙坊的整体体验颠覆了顾客对标准的咖啡店的期待，每一个角落都充满灵动感和互动性； 就连购买的过程都设计得像跟一位侍酒师之间的交谈，大大超越了销售终端或是柜台的概念。

The part-shop part-showroom is activated with digital screens, product tastings for pastries, teas, and various coffee blends prepared in a transparent environment, making the coffee brewing an engaging, almost ritual experience. This coffee adventure is further fueled by the carefully orchestrated interaction with the staff who underwent more than two months of training before being allowed to participate in the spectacle. This attention to detail and arduous training allows the environment, product, and service to come together and create a truly memorable atmosphere while imparting a bit of coffee wisdom to every visitor through educational activities and tutorials. Augmenting the physical experience in the Reserve Roastery, the Alibaba team helped to overlay a level of AR, adding treasure hunt-like discovery areas to the space.

这种半店半展的空间有电子显示屏让空间更具活力，糕点、茶、各式咖啡都在一个透明的操作间制作，使得煮咖啡成为一种引人入胜、接近仪式性的体验。

员工都要经过两个多月的训练，才能获准参与其中。员工一丝不苟、用心细致地参与互动体验的建设，更使这一咖啡奇遇锦上添花。对细节的关注，加上员工们艰辛的训练，才成就了这样的环境、产品和服务；然后通过教育活动和辅导，把咖啡的智慧传播给顾客，从而造成了一个让人真正流连忘返的氛围。 阿里巴巴团队在此基础上做的AR又给这个区域增加了行猎式的探险，更强化了顾客在烘焙工坊的切身感受。

The various aspects of the design and careful attention to the human interaction component come together to create more than a shopping experience, but a personalized educational adventure. Working with Starbucks on the realization of this experience-driven vision, Gensler's retail design team continues to innovate in the retail space, pushing the retail experience beyond traditional patterns and helping create a sense of brand-focused curiosity, entertainment, and discovery.

设计的各个方面和对互动元素细节的极端关注共同造就了一种超越购物的体验，它更是一种个人化的教育奇遇。与星巴克一道实现这个以体验为主旨的构想，Gensler的零售设计团队持续创新，使商业零售空间的体验迥然有别于传统模式，唤起以品牌为关注重心的好奇、享乐与探索。