Starting a coffee store in a country that loves its coffee is a daunting task. This is precisely why it took Starbucks 47 years to open a branch in Italy, the country that first inspired the brand. Its task while opening a store in Italy was to ensure that they became a part of the coffee steeped culture of the country. While they were met with skepticism by the Italians who enjoy perfect espressos and connections with the local barista, the American coffee-house entered the Italian market in style.
Courtesy of Starbucks
When the Milan store was finally revealed to the public, it became evident that the franchise had stepped up its game. While there are intricately designed stores around the world – like in Japan and in Chicago – the one in Milan stands apart.
The Starbucks Reserve Roastery is located in a trendy square in Milan’s financial district, near some of the famous tourist attractions. Situated inside a historic building that used to serve as a post office, the spatial design is done with a balance between the old and the new.
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The Interior of Starbucks:
Courtesy of Starbucks
The interior is designed as a homage to the traditional Italian design as well as to show the diversity of its store in Milan. It showcases the theatre of roasting coffee, brewing, and mixology to recreate the experience that inspired Howard Schultz to start Starbucks.
Sourcing marble from Calacatta and using it as countertops is a genius idea. Giving a subtle hat-tip to the bars in Italy, which have stone countertops, the American coffee-house has brought it aspects of Italian culture. Using a hidden radiant heating system, they have ensured that the counters stay warm.
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Courtesy of Starbucks
They have sourced marble for flooring from the same place that the Duomo got its floor. With the skills of local artisans, they created a traditional Palladiana flooring with Candoglia marble.
The interiors have pink and bronze accents which bring in warmth and representing the fluting of the Corinthian columns, wood accents. The roastery becomes another focal point of the interior. The family-run Scolari manufacturer will provide coffee beans daily. The de-gassing chamber of the 22-foot tall bronze cask becomes a beautiful aspect of the opulent interiors.
Courtesy of Starbucks
The renowned baker Princi will be creating artisan bread, pizzas, sweets, etc in an open setting creating a unique experience for the customers. In addition to this, as a play on Italian’s tradition of pre-dinner drinks and snacks, the franchise has a cocktail bar open in the evening.
Since opening on 7th September, the store has seen long queues outside its doors. However, the opening has its own controversy, with Italians critical of the ability of an outsider to make the perfect coffee.
In a country that is known for its pure and affordable coffee, will Starbucks’ milky and expensive coffee survive? Only time will tell.
