Japan. Starbucks launches a coffee co-working business

Catering. Charging customers to reserve a seat? That’s the bet the American giant is taking in Tokyo with a new type of facility in high-traffic areas. 

Starbucks’ very first “Smart Lounge” opened at the beginning of 2020 in the Takanawa railway station, including a café and a co-working area. Spread over 185 sq.m., the concept is simple. Customers reserve an individual or collective workspace via an application, order a meal or drink and then move to the reserved space. The layout of the ‘business’ area is unique for a coffee house. Individual spaces are equipped with charging sockets for equipment (some can be privatised), a large counter equipped with dividers, a large table with a projector for meetings, free W.I.F.I. and borrowed chargers.