"Coffee as theatre" – Starbucks plan biggest ever store

See how the company is aiming to outdo its own Seattle Roastery...

Starbucks has unveiled its plans for a mammoth new store in New York's Meatpacking District, with the "Roastery" set to become the jewel in the crown of its empire of over 21,000 outlets.

Taking the model of its existing 15,000 square foot Roastery – which launched in the company's hometown of Seattle back in December 2014 – as a jumping-off point, Starbucks CEO Howard Schultz has promised the 20,000 sq ft NYC store will be even "bigger and bolder". 

Set to open in 2018, every coffee bean will be roasted in the 61 Ninth Avenue facility. There will, of course, also be a tasting room.

Starbucks said in a release:

"The Roastery is coffee as theatre, encouraging customers to interact with Starbucks roasters and baristas in order to deepen their understanding of the art behind sourcing, roasting and brewing rare coffees.

"It's about achieving a closer relationship with our customers, so that's why coffee takes centre stage in this Roastery...

"The new building, designed by Rafael Viñoly, will be located one block south of Chelsea Market. Upon completion – which is expected by the end of 2017 – 61 Ninth Avenue will be approximately 170,000 square feet and rise nine stories".

The coffee giant is aiming to ultimately launch Roasteries globally.

Rendering of 61 Ninth Avenue, New York (courtesy of Rafael Vinoly Architects via Vornado Realty Trust)

For a taste of inside the Roastery, the Seattle model (courtesy of Starbucks)...