Starbucks Corp. (NASDAQ: SBUX) believes that the importance of opening a store in California’s Yosemite National Park deserved a major public relations pitch. The company’s Americas operation has nearly 17,000 stores, yet the company believes the Yosemite event is extremely important. Among the unique features of the store is that it has no sign outside.

The store does have a “Leadership in Energy and Environmental Design,” which Starbuck’s claims “is the world’s most widely used green building rating system.” While that may be true, Starbucks already had “more than 1,400 LEED-certified stores and facilities in 20 countries.” A single store pales by comparison.

How exactly does Starbuck’s describe the store?

Now, there’s a one-of-a-kind Starbucks café tucked away in California’s Yosemite National Park, which attracts visitors from around the world. There is no sign on the store’s exterior, just the warm glow from floor-to-ceiling windows that beckon visitors like a campfire amongst the towering ponderosa pines and sequoias.

And it is a “hidden gem.”

Without a sign, a hidden store may be hard to find.

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