Starbucks has opened a state-of-the-art premium reserve Roastery experience in Shanghai. This first fully-immersive coffee wonderland is the company’s « most ambitious project ever. » The launch included a new interactive retail experience for consumers based on augmented virtual reality. Starbucks was thrilled to bring this « first fully immersive coffee experience in Asia » to the marketplace. And FritsJurgens is part of it.