New Winter Wonderland pop-up arrives at the Starbucks Reserve Empire State Building

Updated November 5, 2025

There’s nothing quite like New York City during the holidays, with every street and store festively decorated for the season. Starting Nov. 6, that magic comes alive on the second floor of the Starbucks Reserve^® Empire State Building^® store, where a world of coffee, cocktails and holiday joy awaits at the Starbucks Reserve Winter Wonderland pop-up.

Starbucks interior festooned with white paper decorations of tree branches and leaves

The Starbucks Reserve Winter Wonderland installation highlights the coffee bean’s journey, from the cultivation of each bean – the hands-on process of growing, harvesting, and producing coffee at Starbucks coffee farms – to the final cup expertly crafted by Starbucks baristas for customers.

Two chairs with gold pillows and a festive white hanging overhead

Drawing inspiration from the native botanicals of Costa Rica, home to Starbucks coffee farm, Hacienda Alsacia, this floor-to-ceiling design showcases coffee trees sculpted in delicate, snow-white hues with colorful bursts of golden coffee flowers and red coffee cherries throughout, all crafted from recycled materials. Among the cascading leaves and florals, visitors can look closely to discover native fauna hidden amongst the canopy.

Guests are invited to experience the incredible bean-to-cup journey in a festive and immersive way, celebrating Starbucks commitment to serving the finest, high-quality coffee that is handcrafted with care by skilled baristas.

A hand holds a glass of hot cocoa topped with whipped cream and sprinkles. Nearby, a gold mug and a festive coffee bag are displayed, along with a card reading "Hot Cocoa Duo Flight." The setting features a marble surface and warm lighting.

In celebration of the holiday season, Starbucks Reserve is introducing new beverages, cocktails and food to the  menu including the Caramel Miso Hot Cocoa and Peppermint Hot Cocoa, alongside the return of the Holiday Espresso Martini Flight, Caramel Brulée Eggnog Latte and Peppermint Mocha classics.

New York City visitors are invited to experience the enchanting Starbucks Reserve Winter Wonderland pop-up located within one of the world’s most iconic buildings to enjoy a cozy holiday beverage, cocktail or bite, and immerse themselves in the magic of the season.

No reservations required. The Starbucks Reserve Winter Wonderland pop-up is open daily from 11 a.m. to 10 p.m. through January 31, 2026.

To learn about booking private events in this space, connect with an events specialist here. For more information about Starbucks Reserve, click here.