The Reserve stores are absolutely fantastic (and twice the price.) The Seattle location was the first one I had ever been to. Sadly it seemed to me like they stopped growing the concept... the one in Palm Springs is really just an ordinary Starbucks despite being branded as a Reserve, and they pulled the plug on an intended opening in Boston a few years back.
Those have been around for a decade or so, I remember going to one in Shenzhen ~7 years ago.