First Building-Based COFFEE CUBE Opens at Jin Mao Tower as Lujiazui Brings Coffee Culture into Business Districts

At a Glance (China Coffee Network): On October 10, the COFFEE CUBE store at the Jin Mao Tower began trial operation and will officially open on October 19 in sync with the 11th Lujiazui International Coffee Culture …

On October 10, the COFFEE CUBE store at the Jin Mao Tower began trial operation and will officially open on October 19 in sync with the 11th Lujiazui International Coffee Culture Season. This marks the first time the specialty-coffee cultural platform has entered a business-building scenario.

Since pioneering its “brand-in-residence by month” model in 2023, COFFEE CUBE has partnered with more than 30 domestic and international specialty-coffee brands. The first resident brand at the Jin Mao Tower store is STITCH COFFEE from Sydney, Australia.

COFFEE CUBE is a coffee-industry cultural ecosystem platform built on the resources of the Lujiazui International Coffee Culture Season, aiming to create an “everlasting coffee festival.” Its Lujiazui Central Greenbelt store opened in 2023, debuting the monthly residency model. Over three years the platform has worked with more than 30 domestic and international specialty brands, becoming a testing channel for some specialty brands to enter China and Shanghai.

The move into Jin Mao Tower is a practice by Lujiazui Subdistrict to promote “coffee + building” industry integration. Earlier, the subdistrict leveraged its local-platform role to coordinate the building’s property manager, industry resources and the coffee platform, aligning space, formats and events, opening the link for specialty coffee to enter business buildings, improving building amenities, activating building consumption and serving white-collar workers in the financial city.

The Jin Mao Tower store will continue the monthly residency, refreshing its resident brand every month and covering global landmark names, niche independent cafés and crossover spaces, building a one-stop experience platform for domestic and international specialty coffee. STITCH COFFEE’s offerings include espresso, pour-over, blended beans, portable products and non-coffee drinks.

To tie in with the 11th Lujiazui International Coffee Culture Season, from October 10 to 25, customers who spend 68 yuan or more in store and post a check-in note can receive a free season-exclusive express pass (limited to 100 per day, while supplies last).

A relevant Lujiazui Subdistrict official said that going forward it will continue to rely on its industry-service capability, link domestic and overseas coffee-brand resources, continuously introduce diverse brands and crossover content, and promote the deep integration of coffee culture with business life and urban space, helping build a distinctive urban coffee-culture landmark.

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