The coffee giant on Tuesday will open the Starbucks Reserve Roastery in Shanghai, a 30,000 square-foot retail location that the company describes as the “first fully immersive coffee wonderland in China” and its “most ambitious project ever.”
The Roastery includes Starbucks’ first-ever in-store augmented reality experience, built in partnership with Chinese tech giant Alibaba. Using a custom Roastery smartphone app, customers can walk around the store and point at different features with their smartphone to learn more information. The app incorporates a digital menu and also lets customers unlock virtual badges.
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