On any vineyard tour, you can see where the grapes are mashed and bottles are corked, and then finish with a drink. Now coffee fiends can sample the same joy built around their favourite beverage. On Friday, Starbucks opened a 15,000 sq ft temple of coffee in its hometown of Seattle, as a draw for tourists but also a signal that for all its commercial muscle, the company still has designs on an artisanal identity. The Starbucks Reserve Roastery and Tasting Room, which bears the logo of the company's fanciest coffee instead of its corporate logo, is not artisanal in scale. The space is outfitted with a large bean-roasting machine, gleaming copper pipes, a tasting room and coffee-colored leather couches. "Everything we've ever done has led us to this point," Starbucks CEO Howard Schultz said in a statement. The company calls the new facility an " interactive retail environment ", and plans to book it for weddings and other private events.