Let it Glow! Starbucks Reserve Roasteries in New York and Chicago dazzle with an immersive experience

3 min read
November 14, 2025

This holiday season, Starbucks Reserve Roasteries in Chicago and New York City are debuting Let It Glow, a new interactive experience that transforms each flagship location into a radiant, star-filled coffee wonderland.

The Starbucks Reserve team created their first experiential holiday activation in 2024 with the Winter Wonderland pop-up at the Empire State Building location. Returning this year by popular demand, that success inspired an entirely new starry experience for the Chicago and New York City Roasteries.

Stylish interior featuring large, perforated copper columns adorned with star-shaped light fixtures and hanging bulbs, creating a modern ambiance.

A modern interior features large, golden cylindrical structures with perforated designs. Above, a star-shaped light and hanging star decorations illuminate the space, creating a festive atmosphere.

“We wanted to create a magical moment where people feel truly immersed – connected to our spaces, to our coffee and to each other. An unforgettable holiday experience,” said project lead Melina Isbell.

The concept began with a simple vision: stepping in from the cold and being embraced by warmth and wonder. From that starting point, the idea evolved into a celestial theme inspired by the star atop the crown of the Starbucks Siren and the Starbucks Reserve logo.

“There’s something about the idea that stars connect us all,” Isbell said. “They’re a universal symbol of wonder, and stargazing is an experience we can all share, no matter who or where we are. We wanted to bring that sense of connection and magic to life inside our Roasteries.”

A festive interior features hanging star decorations and string lights, creating a warm, inviting atmosphere. The space includes wooden furniture and a prominent sign reading "Let It Glow.

A modern restaurant interior features wooden furniture, star-shaped light fixtures, and a long bar. The ambiance is warm and inviting.

Every hour, on the hour, the glowing stardrops come to life, twinkling in perfect sync with festive tracks from Starbucks Reserve’s exclusive vinyl album, Holidays Rule, which is available for purchase in Starbucks Reserve locations. The short light show is designed to surprise and delight, made even more memorable when paired with seasonal offerings like the new Caramel Miso Hot Cocoa with edible gold flakes, returning favorites such as the Peppermint Mocha Espresso Martini and an assortment of holiday cookies. Customers can also browse curated collections of exclusive merchandise, perfect for gifting or bringing home a piece of the magic.

Here’s a look at the sparkling displays in New York and Chicago:

New York Roastery

A modern retail space featuring hanging star decorations and string lights. Displays include clothing, mugs, and various merchandise on wooden tables. The ambiance is warm and inviting, with a sleek industrial design.

At the New York Roastery in Manhattan, a starry canopy reveals the magic and awe of a clear winter night. Customers can follow the glowing overhead trail of stars to a life-sized snow globe vignette on the lower level, a sparkling centerpiece that invites visitors to capture the moment with friends and family.

Chicago Roastery

A modern interior features a striking golden structure with perforated designs, adorned with star-shaped lights and hanging decorations.

At the Chicago Roastery, customers can explore four levels of glowing stars and holiday lights wrapped around the iconic 56-foot coffee cask. The journey begins on the famous winding escalator and culminates in a radiant finale at the illuminated Starbucks Reserve “R” sign on the top level. There are other special details, too. Look closely, and you’ll see the surface of the stardrops dimpled with perforations that echo the Chicago cask design.

For more information and to find a Starbucks Reserve Roastery near you, visit starbucksreserve.com.