Starbucks is opening its first ever store in Italy and “the most beautiful Starbucks in the world”, the Starbucks Reserve Roastery Milan.
At the Milan Roastery, heritage and innovation take center stage against a backdrop of stunning design and immersive discovery. As you enter the building, you’re met with a jaw-dropping view that spans every aspect of the Roastery experience. Vibrant colors reflective of the Italian fashion and design community greet each person, and over the course of the day, the space transforms from the light filtering through the glass ceiling.
The Milan Roastery is housed in a historic former post office in Palazzo delle Poste, a bustling city square along the stylish Piazza Cordusio. Outside its doors, some of Milan’s most postcard-inspiring spots are within a few blocks – the towering Duomo di Milano, the soaring light and glass of Galleria Vittorio Emanuele II and Teatro alla Scala, the most famous opera house in the world.
At the heart of the environment is a fully-functioning Scolari coffee roaster, manufactured just miles outside of the center of Milan. To the right, customers will find the main bar, where classic espresso beverages mingle with cutting-edge coffee innovation. The wood-fronted bar features fluting, which echoes a motif found in Italian architecture throughout history, and is topped with marble sourced from the world-famous quarries of Tuscany.
Up a sweeping staircase on the Roastery mezzanine is Arriviamo Bar, inspired by the Italian tradition of aperitivo – early evening social cocktails paired with small bites. Arriviamo Bar features classic Italian favorites such as the Aperol Spritz and Negroni, but also a full menu of craft cocktails, some of which feature cold-brew coffee. And finally, to the left, customers will see upon entering a Princi Bakery, complete with a wood-fired oven, built brick by brick, onsite by hand using a crew of masons and artisans.
“We have spent the past year living and breathing the city of Milan, working closely with dozens of local artisans to bring to life our most beautiful retail experience that engages each one of our customers’ senses – sight, sound, touch, smell, and of course, taste,” said Liz Muller, chief design officer at Starbucks. “From the palladiana flooring that was chiseled by hand to the bright green clackerboard made by Italian craftsman Solari, everything you see in the Roastery is intentional, offering moments of discovery and transparency.”
Throughout the Roastery, the physical retail environment is complemented by an interactive augmented reality (AR) experience, encouraging customers to use their mobile device to uncover more about Reserve coffees, the roasting process, and the company. The centerpiece of the AR experience is a floor-to-ceiling, wall-to-wall visual representation of Starbucks history and its coffee – engraved in brass by local craftsmen, burnished to an ombre finish and backlit to bring warmth to the story. Outside on the building’s terrace, customers can enjoy the full range of Roastery coffees, cocktails and cuisine in a distinctly European environment – that of a street-side café.
To celebrate the Italian Roastery’s opening, Starbucks’ US locations will debut a new beverage called the Cordusio, an espresso-forward mocha with a light dusting of cocoa powder. The drink’s name comes from the Reserve Roastery Milan’s Piazzo Cordusio location. The new Starbucks Reserve Roastery Milan will open to the public on September 7.
