Take a look inside Starbucks' new premium, artisan concept store

Starbucks' new premium concept store in Covent Garden is an experiment in delivering a premium feel and artisanal cafe experience that appears to compete, in part, against the explosion of independent coffee shops.

Watch: inside Starbucks' new concept store
Watch: inside Starbucks' new concept store

The new concept store, which opened at the end of last month, aims to give a more relaxing and premium cafe experience and does away with cash registers and introduces "hosts". 

Customers who walk in store are greeted by an employee who takes the order and invites them to sit down and relax or quickly get coffee for take-away.

The postmodern design is inspired by the brand's Starbucks Reserve Roastery and Tasting Room and has an open kitchen and floor-to-ceiling walls of glass.

It offers premium brewed coffees including Sparkling Mint Espresso, digital menu boards, wall projections and wireless charging. Wine, craft beer and an evening menu is also on offer in the evenings. 

"It’s about juxtaposition," said Starbucks, "Rough meets smooth, raw meets refined."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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