Largest coffee destination in Southeast Asia to be ‘sensory coffee journey’
Starbucks has opened its largest Southeast coffee destination in Bali Indonesia. The Starbucks Dewata Coffee Sanctuary, on Sunset Road in the retail district, is a unique experience among the coffee stores, combining elements of a retail location with the full sensory experience of a coffee sanctuary that brings the origin and farming of coffee to life for guests. The 20,000 square-foot Starbucks Dewata Coffee Sanctuary was made possible through the partnership between Starbucks Indonesia and PT Sari Coffee Indonesia. Retailer PT Mitra Adiperkasa is the venture partner, as well as the exclusive and master licensee of Starbucks in Indonesia.
Dewata Coffee Sanctuary connects guests to coffee origins, farming
The country is the largest coffee growing region, said Starbucks in its announcement. As part of the sensory experience at the Starbucks Dewata Coffee Sanctuary, guests will be able to
- enter through an arabica coffee farm,
- try coffee bean de-pulping and washing during harvest season,
- dry and rake green coffee beans,
- visit budding seedlings in the nursery,
- experience design aspects of the store featuring traditional, local Balinese craft and Indonesian art, and
- enjoy the more than 100 Dewata-exclusive beverages, food and merchandise, including the Lavender Latte.
The coffee experience begins at the concierge-reception visitor station, and continues through a working farm with a coffee tree. Guests can visit the Starbucks Reserve Roastery and enjoy exclusive, limited-batch coffee, while taking in art reflecting Balinese craftsmanship and Indonesian culture. On the second floor, lies a seedling nursery, which is a greenhouse surrounded by panes of glass for an open-air feel.
Reserve Roasteries will be much rarer in the future as Starbucks scales back such coffee concept openings between six and 10 going forward, before mass scaling, according to revelations from a report from the Wall Street Journal, published in Restaurant Business. The story is based on an interview with Starbucks President and CEO Kevin Johnson.
Through the nursery, Starbucks says its aim is to allow customers to “touch the first stages of the seed-to-cup journey, as well as deepen their understanding of the art of tending to coffee plants alongside a local Balinese farmer. In the adjoining tasting room, customers’ tastebuds will come alive as they enjoy coffee as coffee quality professionals do, without a filter—simply coffee and water— to draw out the flavors that set each cup apart.”
Dewata media room adds to sensory perception
The second floor media room in the Starbucks Dewata Coffee Sanctuary. has two video walls, which showcase the work of the Starbucks Farmer Support Center (FSC) in Sumatra and the work with Indonesian coffee farmers through Dr. Surip Mawardi, an agronomist and researcher. Sumatra coffee traces its sourcing and origins to the region, and Sumatra has been a popular, single-origin coffee staple at Starbucks since 1971, notes the coffeehouse chain.
“Bali has an envied reputation as one of Asia’s top travel destinations and Indonesia is one of coffee’s most extraordinary coffee origin regions, so we’re excited to invite customers here to ignite their senses and explore the seed-to-cup coffee journey at this unique Coffee Sanctuary,” said Anthony Cottan, director, Starbucks Indonesia, at PT Sari Coffee Indonesia Limited, in the announcement.
Starbucks has committed to Starbucks donating 100,000 coffee seedlings to farmers annually to “support the future of coffee.”
Photo credit: Starbucks Indonesia