Tell us more about your respective roles at Starbucks. What do you find most rewarding about your work thus far?  
Sheena Wong (SW): At Starbucks, I lead and support a team of designers (made up of architects and interior designers) who are responsible for crafting store designs in 15 markets across the Asia Pacific region. The knowledge that our stores have the potential to make a meaningful impact on customers, partners within the stores, and the community is what truly brings fulfilment to my work.

Lucas Torresi (LT): I lead the Asia Pacific design studio, a nexus for design comprising nearly 80 talented designers from different backgrounds and nationalities who are continually creating and evolving our store portfolio across 15 markets in Asia Pacific. In my role, I ensure that we have the right processes and talents in place to bring our store design vision to life in every market we open stores.

Seeing stores that originated from a sketch and a layout become a reality, and to be able to witness first-hand the positive impact that each store has on the community and the partners who work there is something that I didn't anticipate when I first joined Starbucks. It continues to amaze me every time I travel to any of these markets. 

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Which was the first Starbucks Reserve store that you worked on?
LT: The Gala Place Starbucks Reserve store in Mong Kok, Hong Kong, was one of the first Reserve stores that our team designed. We had the freedom to envision it as the dream coffeehouse that we would personally love to visit as customers or to run as owners, while creating a great platform for the Reserve coffees. These factors, as well as building the connection to a very busy and unique neighbourhood in Hong Kong, made it special. We paid meticulous attention to every detail, and that laid the foundation for what our Reserve store program is today. I still enjoy visiting this store, even many years after we first opened it.

SW: In my earlier Starbucks days, one of the more memorable projects was collaborating on the design of an earlier iteration of the Starbucks Reserve store in the Philippines, specifically at S.Maison in Pasay. What left a lasting impression was the remarkable way my team collaborated with our business partners in the Philippines to conceive a captivating ceiling design. It was a truly memorable experience.

Could you tell us more about the design concept of some of the recent store openings in Asia?
LT: We are very proud of the Starbucks Reserve Hiraya store [which opened in September 2023]. Being in such a spectacular location in Tagaytay, Philippines, with an even more breathtaking view of the Taal Volcano, we intentionally designed the store in a way that would pay homage to the surroundings and take customers on an experiential journey through moments of discovery and surprise. There is something ceremonial in how customers arrive at the site, approach the building and upon entering the main space, they see the Reserve bar that helps frame the amazing views, and they can have a unique experience seeing the Oviso espresso machine pulling shots. This intended sequence helped drive many of the decisions on this project.

SW: The whole customer experience focuses on the visual journey into the store to experience not only the beautiful views but an overall elevated coffee experience. The design of the architecture was created in such a way that it complements the landscape and creates a resort-like environment with thoughtful transitions between indoor and outdoor spaces. With its flat rooflines, oversized window, and overhanging eaves, visitors are invited to embark on a journey that not only celebrates the Tagaytay character but also Starbucks coffee heritage.

What is the starting point for the design concept of any Starbucks Reserve store?
LT: In general, the design concept of a Starbucks Reserve store always begins with coffee: thinking about the experience around enjoying a great cup of coffee and learning about coffee. As these stores offer unique and rare coffees from all over the world, there are countless stories and sources of inspiration that help inspire and shape the concept. Additionally, the location of the store and the customers who will be enjoying the space are equally important considerations.

For instance, the design concept of the Starbucks Reserve Hiraya store in the Philippines was heavily influenced by its stunning views of the volcano crater. This was a premise that, being in a site with such scenic views, we knew right from the beginning was going to inform every decision, for example, placing the Reserve bar or arranging each terrace to maximise the unobstructed view of the volcano. For other locations, the starting points can often begin by drawing inspiration from the surrounding neighbourhood that the store serves.

Tell us more about the creative process for each store design.
SW: It typically begins with a thorough understanding of the location, its cultural context, and the target audience. This initial research phase helps to inform the design direction and ensures that the store reflects the local flavour and resonates with the community. Next, the design team focuses on conceptualising the overall theme and atmosphere of the Reserve location. This includes considering elements such as layout, materials, colours, and lighting to create a unique and immersive experience for customers. The goal is to strike a balance between showcasing the exceptional coffee offerings and creating an elevated, warm, and inviting ambience…  [For example], we typically would set the Reserve bar so that it becomes the centrestage within the store.

LT: There is no “design bible” or predefined formulas apart from operational considerations. It is a unique design exercise that takes place every time, for every store. Apart from Starbucks Reserve, we have an ecosystem of formats that we can play with in order to meet the customers where they are, and with the familiar experience that they expect from Starbucks, [be it] a small kiosk to a full café, or from a drive-through to a Reserve store in a unique location. There are no other brands that can create unique store designs at the scale that we can.

What are typically the biggest challenges of the design process? 
SW: Design projects often operate within tight timelines, which can put pressure on the team to deliver results efficiently. The team must manage their time effectively, prioritise tasks, and ensure that the design process progresses smoothly without compromising on quality or the brand. Time constraints may require the team to make quick decisions and adapt to changes promptly.

LT: Another challenge that we have learned to overcome is the fact that our designers can’t physically visit every site before we start a design. We rely on our partners in the market to provide us with the valuable information and insights that we need before we start the design process. More and more, we use technology like 3D photos and virtual reality to gain a better understanding of every site we design, as we believe that directly translates into a better store environment and experience.

What qualities do you look for in selecting collaborators for each project?
LT: We often collaborate with artists in each market that we design stores for. Art is a unique human expression that helps connect people, that helps us tell stories about the brand, the coffees, and those involved in it. In the times we live today where everything is fast-paced, art in our stores is a way of slowing down and appreciating a moment and a story. When selecting artists, we look for those who not only align aesthetically with our brand or a particular design we are seeking, but can also tell a story while adding a local and personal point of view. If we combine all of our art collection, in a display across thousands of stores, we are probably the biggest art gallery in the world.

Which Starbucks Reserve stores in Asia Pacific would you consider as your personal favourite and why?
SW: [To me, the] must-see Starbucks Reserve stores include the Dewata Reserve Store, Bali; Greenbelt 3 Level 1, Manila; and Daegu Jongro Gotaek, a store built in a traditional timber ‘hanok’ house in South Korea. But the Lee Garden 3 Reserve store in Hong Kong is my preferred Starbucks location. Whenever I desire some personal time, I find solace in sitting there to unwind and relax. The store’s design draws inspiration from the graceful canopy of coffee trees and shade trees, creating a tranquil atmosphere. The presence of tree canopies further enhances the space, infusing it with a serene and zen-like ambience.

LT: One of my absolute favourites is Starbucks Reserve Dewata in Bali. It is the only Starbucks store in the world where customers can experience the full coffee journey, from seed to cup. When we started on this project, it was a blank canvas, nothing more than an overgrown green site. However, drawing inspiration from the beauty of Bali and its culturally rich and unique traditions, we transformed the site into a sanctuary that pays homage to Indonesia’s rich culture and local coffee-growing heritage. The store, therefore, was built using local materials and heavily inspired by local traditions to pay homage to the coffee farmers, especially the women farmers in Indonesia.

[A few other must-sees include] the Reserve Chao Phraya Riverfront in the Iconsiam mall in Bangkok, Thailand—this is the biggest store in Thailand and also part of our portfolio of Community Stores. A great place to enjoy an espresso martini while enjoying the views of the skyline of Bangkok. Second, the Reserve Fort Mumbai in Maharashtra, India: this was the first Starbucks store in India and now our team reimagined it with a full Reserve bar to celebrate 10 years since opening in the market. A must-see if you are in Mumbai. Next, Daegu Jongro Gotaek in South Korea, which is a store built in a traditional Korean timber home. And finally, a photogenic store in Hualien, Taiwan designed in collaboration with renowned architect Kengo Kuma, using recycled containers.

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