Starbucks recruits Fuse Sport + Entertainment for London Coffee Festival activation

Starbucks' London Coffee Festival stand will include a series of interactive elements
Starbucks' London Coffee Festival stand will include a series of interactive elements

Starbucks has teamed up with Fuse Sport + Entertainment and brand experience agency Clink Clink to launch an interactive exhibition stand at the London Coffee Festival.

The stand will feature the Starbucks Reserve Bar, which will serve hot and iced beverages from the coffee chain’s new brand, Starbucks Reserve Espresso. This will mark the launch of the new offering to the European market.

The Cold Brew Bar will showcase the brand’s new cold brew offering, which will be served with a reserve twist exclusive to the festival.

At The Coffees of the World Scooping Bar a Starbucks coffee master will be on hand to serve visitors fresh coffee beans. Here they will be able sample different varieties to determine their preferences, as well as learn how to prepare coffee at home.

The bar will serve four different coffees, including Microblend No.11, which is currently available in only a handful of stores globally.

At the Be the Barista activation attendees will be able to perfect their coffee-making skills and learn about latte art from 2015 Starbucks Barista Champions, who will offer tips and advice for creating the perfect coffee. Upon completion they will be able to see their work on the big screen via the barista cam.

Jimmy Curtis, senior marketing manager of Starbucks UK, said: "This is the fourth year Starbucks has exhibited at the London Coffee Festival and we’re thrilled to be back showcasing what we do best.

"We’re really excited to be unveiling our new Starbucks Reserve brand in Europe for the first time at the festival, as well as being the first UK coffee chain to bring cold brew to the high street, also launched in stores this week."

More: In pictures: London Coffee Festival 2014

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