Starbucks opens first US sign language store in Washington DC

The aim of the store is to celebrate and raise awareness of the deaf community

Sabrina Barr
Wednesday 24 October 2018 09:57 BST
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Starbucks opens first US 'signing store' in Washington D.C

Starbucks has opened a signing store in Washington DC, with all employees who work there fluent in American sign language.

The store, which is the first of its kind in the US, has opened close to Gallaudet University, an institution that caters for students who are deaf or have partial hearing loss.

The branch of the coffee chain has been designed to celebrate deaf culture, with a mural inspired by sign language adorning a large wall in the store and a “DeafSpace” environment that’s been built specifically with customers who are deaf or hard of hearing in mind.

Joshua Trujillo / Starbucks Newsroom

Employees at the store wear different green aprons depending on whether or not they have a hearing impairment.

Staff members who are deaf wear an apron that’s been created by a deaf supplier and has been embroidered with “Starbucks” spelt out in American sign language.

Those who don’t have hearing impairments wear standard Starbucks aprons with pins that say “I Sign” attached.

Joshua Trujillo / Starbucks Newsroom

While the store has been created primarily for people who are deaf or hard of hearing, customers who don’t have hearing impairments can also visit the store and learn sign language in the process.

Customers who are new to sign language can use digital notepads and a console to communicate with staff, and even learn how to order their go-to drink by using American sign language.

Roberta J. Cordano, president of Gallaudet University, explains the significance of the signing store and the way in which it raises awareness about the deaf community.

Joshua Trujillo / Starbucks Newsroom

“Starbucks’ decision to open a signing store in Washington DC expands the definition of what most people think of when they consider diversity,” she says.

“Besides creating an ambient and fully accessible environment for members of the deaf community, this new store creates employment and advancement opportunities for deaf and hard of hearing people, as barista, store managers, and other roles.

“More broadly, as a worldwide market leader, Starbucks can use its leverage to set an example for other business enterprises, from coffee shops to restaurants to entertainment venues.”

Joshua Trujillo / Starbucks Newsroom

A number of people have praised Starbucks upon the opening of its first US signing store.

“I hope more business look at this model. This is exciting!” one person tweeted.

“I wish my Papa were alive to see this. He would be so proud! I can’t wait to tell my Grandma,” another person wrote.

Joshua Trujillo / Starbucks Newsroom

The Washington DC signing store was inspired by a similar Starbucks store that was opened in Kuala Lumpur in Malaysia in 2016.

Deaf artist Jena Floyd has designed a mug especially for the new store, which features two hands demonstrating sign language and the phrase: “Coffee brings us together.”

“I’m still pinching myself that my work on the mug will be seen by the public, especially with the exposure from Starbucks,” she says.

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