If you’ve ever been to Tagaytay in the last two weeks, you’ve probably seen social media posts about the viral Starbucks Reserve Hiraya, where people fall in line for hours just to get in. If you’re a Starbucks fan, you know that Starbucks Reserve stores are different but as Starbucks Philippines is marking its 25th anniversary, you should know that Starbucks Reserve Hiraya is even more special.

Located in Tagaytay City, the Starbucks Reserve Hiraya store is popular for several reasons. The architecture complements the landscape with a transitional space between indoors and outdoors, with flat rooflines, oversized windows, and overhanging eaves. Inspired by terraces of a coffee estate, the nearly 500sqm store features terraced seating to ensure an enhanced view of the volcano. Visitors are welcomed by wooden entry doors, which are adorned with intricate carvings of the coffee plant. As they enter the spacious foyer, it gives an overall impression of the café lobby in front of a picturesque backdrop of the scenic views beyond.

Starbucks Tagaytay Hiraya is meant to be explored. There’s a bar with familiar Starbucks offerings on one side and a secluded lounge on the other. At center stage is a signature Reserve Bar, just like Starbucks Reserve stores all over the world, brewing rare small-lot coffees on the Starbucks proprietary OVISO espresso machine. This machine is the very first one in the Philippines and one of the few currently featured at Starbucks Reserve stores globally.

The space opens up into outdoor viewing terraces. Each terrace is arranged to maximize the unobstructed view of Taal Volcano and breathtaking views of Taal Lake, one of the largest lakes in the Philippines.

"Opening Starbucks Reserve Hiraya, our first Starbucks Reserve store in Tagaytay City, marks a significant milestone for Starbucks Philippines as we celebrate our 25th anniversary in the market. The name 'Hiraya',is a variant of the Old Tagalog term ‘haráya,’ which translates to imagination, creativity, or the power of the mind. By coming together with our customers and partners (employees), this store is a testament to what we can achieve with boundless imagination," shared Menchu Lopez, Store Development head of Starbucks Philippines."We are dedicated to deepening our connection with those who resonate with the Starbucks Experience, and the opening of Starbucks Reserve Hiraya allows us to deliver this through an innovative concept that fills us with pride."

Starbucks Reserve Hiraya celebrates artisanal crafts and the use of local materials. From the look and feel of mahogany wood and lava stone used throughout the store, to the woven rattan panels above the Reserve Bar, every texture and detail reflects the charm of Tagaytay.

All wood carvings featured in the store are made by Filipino artisans. The unique wall art installation is designed by local contemporary artist, Aze Ong, specifically for this store.I nspired by coffee origins and taste profiles, the bean-to-cup coffee journey is expressed through the artist’s use of colors, shapes and weaving techniques.

Alongside the stunning visual journey, customers can also experience exclusive freshly baked pastries at Starbucks Reserve Hiraya, the only store in the Philippines to offer this delectable experience. Customers can indulge in a delightful selection of freshly baked pastries, from flaky croissants to delicious milk and cheese rolls.

One of the highlights of Starbucks Reserve™Hiraya is the meticulously crafted Hiraya Latte, a beverage specially created for this newest Starbucks Reserve location.

Additionally, Starbucks Reserve Hiraya offers an exclusive premium line of merchandise, inspired by the richness of the land.

At the heart of Hiraya is OVISO, the latest innovation in espresso machines by Starbucks, designed to elevate the art of espresso. The Starbucks proprietary OVISO espresso machine includes patented bottom-fill espresso shot and milk steaming technologies displayed on the counter, with an under-the-counter espresso machine. This unique design unlocks a new visual experience in a more open environment where customers and baristas can connect over the brewing process of the espresso shots. Customers are immersed in all the sensorial elements of the coffee process— from selecting the beans to seeing their drink come to life— resulting in a more personal connection with the barista, the beverage, and the moment. The OVISO espresso machine is specifically designed for Starbucks Reserve coffees to create consistent and exquisite beverages.