Starbucks Wants to be the ‘Willy Wonka of Coffee’

Starbucks Wants to be the ‘Willy Wonka of Coffee’

This Friday, Jan. 17, 2014,  photo, shows Starbucks mugs in a cafe in North Andover, Mass. (AP Photo/Elise Amendola)
This Friday, Jan. 17, 2014, photo, shows Starbucks mugs in a cafe in North Andover, Mass. (AP Photo/Elise Amendola)

 

(CNN) – It’s big, shiny and always churning. And it’s fancy — a whole lot fancier than your corner Starbucks.

Dubbed the Starbucks Reserve Roastery and Tasting Room, the gigantic facility will open its doors Friday in Seattle.

Calling it “a metaphor for the entire company,”Starbucks (SBUX) CEO Howard Schultz said he first dreamed up the idea a decade ago. Starbucks has spent the last two years turning it into reality.

“This is all about elevating the experience, beyond any coffee experience, or retail experience, anywhere in the world,” he told CNN. “I wanted to … create this multi-sensory experience with theater, romance, drama.”

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