The Project
A seasonal pop-up and experiential installation for Starbucks Reserve at the Empire State Building, designed to transform the space into a winter destination.

The Approach
We created a hospitality and experiential design concept inspired by a modern snow-covered escape.

Cool metallics, soft lighting, and layered textures shaped an ethereal atmosphere: balancing the warmth of coffee culture with a refined winter aesthetic.

The Result
The space became a must-visit holiday destination in New York. Through seasonal installation and experiential branding, the pop-up attracted both coffee and design audiences, reinforcing Starbucks Reserve’s premium positioning through a memorable, multi-sensory experience.

Photos by Fiona Li
Video here by Kyle Williams