Newly opened coffee shop Minedrip Coffee – owned by online Japanese coffee retailer Minedrip – enables visitors to become baristas by ‘self-dripping’ their own beverages in-store.
The pop-up, which will remain open in Tokyo’s Shinjuku neighbourhood until the end of November, supplies all the equipment needed and features coffee from nine different roasters. Enthusiastic visitors can sign up for a ‘drip coffee workshop’ to further enhance their preparation skills and speciality coffee knowledge.
The store forms part of Japan’s booming speciality coffee scene, which includes outposts such as The Roastery by Nozy Coffee, Onibus and Trunk. See also Starbucks Evenings Launched in Japan – an innovative fusion of coffee and alcohol in an appealing hospitality setting.
The concept also taps into the theme of ‘commercial connoisseurship’ explored in our Look Ahead 2016: Food, Beverage & Hospitality report – where everyday individuals look to achieve hands-on food and drink expertise. Their desire to do so in a short time frame, with instant access to ingredients, tools and recipes, has resulted in a massive uptick in ready-to-assemble home delivery meals.
Other recent concepts that aim to illicit a similar style of engagement in retail settings include Ikea’s Dining Club pop-up, where visitors could shop for products and cook their own meals using Ikea kitchen appliances and tools. See also Active Flagships for more on participatory retail experiences.