Multiple galleries, each housing a 500-seat theatre showcased different themes and key messages: 'Our Coffee', 'Our Customer', 'Our Partner', and 'Our Store' and more.  A collection of 30 plasma screens in each gallery offered a 360-degree viewing experience where custom audio tracks narrated the images on the monitors.  

Designed to generate live participation: a plantation-to-cup tour where attendees could see and touch live coffee plants, sort the beans for roasting, and taste the brew.  Consumer feedback displayed on huge banners. A sound wall of paper cups with built-in speakers held to their ears to hear recorded comments from Starbucks regulars.

The concept delivered huge success and has informed the wider Starbucks b2b and b2c live engagement for successive years.