The Situation
Starbucks Reserve sought to transform its Empire State Building location into an immersive, seasonal destination that would captivate visitors and elevate the holiday experience. The goal was to craft a visually stunning, multi-sensory environment that blended luxury, warmth, and the magic of winter—all while showcasing Starbucks Reserve’s elevated coffee experience.

The Creative Concept
Inspired by the elegance of winter, the pop-up was designed to be a modern, high-end interpretation of a snow-covered escape. A palette of cool metallics, soft lighting, and intricate textural details created an ethereal atmosphere. The design seamlessly connected the warmth of coffee culture with the wonder of winter.

The Result
The Starbucks Reserve Winter Wonderland became a must-visit holiday experience in the heart of New York City. The immersive pop-up drew in both coffee enthusiasts and design lovers, creating an unforgettable, shareable moment for visitors. The blend of sensory storytelling and high-end aesthetics successfully reinforced Starbucks Reserve’s premium positioning, leaving a lasting impression on guests throughout the season. Watch a video by Kyle Williams here!

Photos by Fiona Li