Starbucks Korea opens high-tech store in Seoul

Its first reserve-only branch features AR art installations and a Mixology Bar.

Starbucks Korea is using augmented reality (AR) technology at its first reserve-only store, Jangchung Lounge R in Seoul, to meet consumers’ growing demand for an immersive coffee experience.

“Upon entering the store, customers are greeted by an augmented reality display that blends perfectly with the series of mural art in the garage,” said Jeong Youn Cho, director of Store Design for Starbucks Asia-Pacific.

She said this feature, created in partnership with Seoul-based art and design studio Orbit, acts as a portal that takes customers from the busy streets of Jangchung-dong to a serene space where they can fully immerse themselves in the sensory experience of coffee. 

The six mural pieces illustrate the journey of coffee beans — from cultivation to brewing. The AR technology, meanwhile, highlights the various stages of the process to enhance customer understanding and appreciation for coffee.

Cho said customers could only experience these features in person. “Through technology, we were able to infuse a dose of whimsical fun into a heritage space,” she added.

The Starbucks director said the design of the store respects its original architecture, which dates back to the 1960s, and includes preserved elements that contribute to a more intimate atmosphere through smaller seating areas.

She said the AR display was integrated into the design due to the restrictions on building permanent structures. “AR helped us overcome these challenges, immersing our customers in the coffee story that is activated virtually whilst also tying in with their encounters at the Reserve Bar and Mixology Bar on the second floor,” Cho said.

Starbucks Korea is responding to key shifts in the coffee market by offering a more immersive experience, greater variety, and fast digital ordering options, Amol Akolkar, managing director of Store Development for Starbucks Asia-Pacific, told the magazine.

“Koreans are also becoming increasingly curious and knowledgeable about coffee, with elevated expectations for quality and variety,” added Cho.

As a reserve-only store, Jangchung Lounge R exclusively offers Starbucks Reserve coffee, which comes from small-lot coffee farms.

“These limited-edition offerings – including some of the most rare, limited availability coffees from around the world – present our discerning customers with a diverse spectrum of flavours and stories, ensuring an elevated coffee experience,” Cho said.

The branch also has a Mixology Bar that offers innovative cocktail beverages crafted with Starbucks’ signature espresso and cold brew. Whilst the mixology concept is new to Korea, Akolkar said it is also available in other Asia-Pacific markets, including Hong Kong and Thailand.

Starbucks Korea has also introduced digital innovations like “siren order” for mobile pay and wearable device integration for customers who want fast service without sacrificing quality.

Akolkar expressed optimism for Starbucks’ growth in Korea, citing the East Asian nation’s well-established coffee culture. “With a well-developed coffee culture and over 23,000 green apron partners across more than 1,900 stores, we see significant opportunities for growth in Korea.”

“Our talented partners elevate each interaction in-store, bringing their knowledge of coffee and passion for connection, to deliver an exceptional Starbucks experience to our customers,” he added.