Let it Glow! Starbucks Reserve Roasteries in New York and Chicago dazzle with an immersive experience
This holiday season, Starbucks is debuting “Let It Glow,” a dazzling interactive experience at the New York and Chicago Roasteries that transforms each flagship location into a radiant, star-filled coffee wonderland.
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.
“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.”
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
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
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.
