Here's how the company describes the store concept, according to its announcement this week: "A local sensation since opening its doors, the Roastery is coffee as theater, encouraging customers to interact with Starbucks roasters and baristas in order to deepen their understanding of the art behind sourcing, roasting and brewing rare coffees.
The location, at 61 Ninth Avenue, previously belonged to Prince Lumber, a hardware supplier and contractor, until 2015.
This will be Starbuck's second "roastery," following the first that opened December 2014 in Seattle, where the company is headquartered. That roastery is just blocks away from the very first Starbucks store.
The new roastery will be in a futuristic nine-story office building that's a joint venture between Vornado Realty Trust and Aurora Capital. Starbucks said the building, which is expected to be completed by the end of next year, will span 170,000-square feet. The new building was designed by Rafael Viñoly.