Starbucks Hacienda Alsacia
Location: Sabanilla, Costa Rica
Use Case: Cafe & Bakery
Client: Starbucks
Design Style: Minimalist Industrial
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Custom Split Flap Specs
Size: 3 ROWS x 24 COLUMNS
Dimensions: 22.2″ x 70.4″ x 5″
Finish: Classic Black Sheet Metal Casing
Font and Text Style: Black Flaps with Stock Font
Installed: Installed 2017
How did Starbucks carry its iconic aesthetic into a remote Costa Rican setting?
Project Overview
As of 2024, there are between 38,000 and 40,000 Starbucks locations worldwide. One of the most off the beaten path locations? Sabanilla, Costa Rica. Located in the Alajuela Province, this special Starbucks cafe is more than just a place to grab coffee, it’s an experiential experience.
Starbucks approached Oat Foundry to discuss a unique way to welcome guests to the new Hacienda Alsacia Visitor’s Center in 2017. Intended as a highlight destination for travelers visiting Costa Rican coffee farms, the Starbucks Coffee Farm serves as the epicenter of coffee research. The sign inviting visitors in needed to be unforgettable.
Planning Stages
Oat Foundry sat down with Starbucks designers to understand the aesthetic of the visitor’s center. Located between farms, on the side of the mountain, the center of the Hacienda was designed to be completely open-air, allowing a connection to the surrounding farms. Along with the location, our team needed to respect their desire to use non-invasive technology. To maintain the look & feel of the visitor’s center, we all agreed a Split Flap could add to an incredible experience while ensuring a minimalist tech feel.
Location
Hacienda Alsacia in Costa Rica serves as Starbucks’ global agronomy center, where the company develops disease-resistant coffee varietals and advances sustainable farming practices. Given Costa Rica’s leadership in sustainability, it’s the perfect location for the Starbucks visitor center, allowing the company to work directly with farmers while educating employees and customers about the coffee journey.
The Split Flap Display
In order to provide the visual and audio appeal Starbucks was looking for, we all decided a 3 row x 24 column Split Flap would be perfect for the job. The Split Flap displayed was assembled in our shop by hand to ensure the highest possible quality. The font and special characters printed of the flaps were included in our standard set of 50. The stock nostalgic font perfectly mimics the classic Split Flap signs, while ensuring clarity from long distances. In the end, the Split Flap was completed in 8 weeks without any production delays.
On-Site Installation
Our team offers on-site Split Flap installation, no matter the location. When asked, the Oat Foundry team was happy to hand deliver the 3R x 24C Split Flap to the visitor’s center. After arrival, our installation team traveled to the visitor’s center and started the installation. The on-site installation was completed and the sign ran its final tests, all within a day.
Opening Day
Two weeks after installation was completed, Starbucks had an opening party to celebrate the new visitor’s center. This put the Split Flap to the test as it would be welcoming the first guests to the beautiful location. The opening night was a huge success, with a final espresso toast held by Starbucks president, Howard Schultz.
Daily Use
On a day to day basis, the Split Flap in Sabanilla can be used to schedule or send messages in real-time. Designed for creativity and control, the display ensures that the location remains on-brand while providing a personalized feel for guests. Often, the location uses their Split Flap to promote blends, share facts about the coffee farm, welcome guests, and more. The Split Flap even finds it’s way on to Instagram, shown in many of the videos and photos taken by guests.
“You guys were absolutely awesome! Thank you for all your support on this project” -Vanessa Rubio, Design Manager – Starbucks Latin America
Decor and Design Style
The minimalist industrial style of the Starbucks Hacienda Alsacia uses natural materials and biophillic elements such as living walls to create a holistic, vibrant environment. Complete with a wooden topographic map display, the selected decor and design style reflects the sustainable priorities of the farm. The Oat Foundry Split Flap display contributes to this as well, drawing significantly less power than a monitor or screen, keeping Starbucks on-track with their sustainability goals.
Press and Media
Starbucks Hacienda Alsacia has made international headlines since it opened, with outlets including Delta, Food & Wine, Business Traveler, Fodor’s Travel Guide, and Architect describing the design and coffee farm experience. Content creators have also posted about their experiences at the farm.
FAQs
Who is the target market of the Starbucks coffee farm?
The target customer base for Starbucks includes individuals seeking quality and care about the brand’s values: sustainability, ethical sourcing, premium coffee. International travelers specifically look for these types of experiences, a combination of tourism and brand.
Why is analog better than digital at experiential locations?
Analog technology is having a renaissance. Often preferred by architects and designers to break up digital clutter, our analog tech is also sustainable, using a fraction of the power used by digital counterparts.
Can Split Flap be customized to my brand?
Oat Foundry’s Split Flaps are available in our signature Classic Black, Modern White or Custom Enterprise Color. For pricing information and details about customization, visit our Split Flap Pricing and Interior Branding pages.