The concept of this project is to offer STARBUCKS another brand channels. Even though it fits into the overall Starbucks brand style but can sometimes expand into new paths.
The hotel concept is to create this "third space" by combining the current trend, avant-garde, high-end, taste, etc. Guests can focus on their work in this "space" or put their worries aside and enjoy their leisure time quietly. At the same time, they can experience/enjoy Starbucks coffee and Reserve Roastery up close.
