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Discover Italy’s First Starbucks and Its Amazing InteriorsSaturday 8 September 2018
Discover Italy’s First Starbucks and Its Amazing Interiors ⇒ The renowned coffee brand, Starbucks, will open its first store in Milan, Italy, the country where coffee is king. The coffee culture is very strong in Italy, with many aficionados that believe the true espresso is found only in Italy, so Starbucks has the hard task of trying to win them over. The company is trying to do everything well, from coffee to pastries, ice cream and the classic Italian aperitivo, all whilst cleverly tapping into the country’s love of design. CovetED brings you inside the first Italian Starbucks, set in an amazing building with a mid-century decor.
Starbucks will be located in a historic building on Milan’s grandiose Piazza Cordusio, near the Duomo, that has according to Starbucks CEO, Howard Shultz, been designed with “painstaking detail and great respect for the Italian people and coffee culture”. This Starbucks will be very different in its offering, as the Milanese branch will be the brand’s third reserve roastery and, like its last which opened in Shanghai, will comprise a space dedicated to the experience of coffee.
Inside, it offers a 360-degree look at the craft and science of coffee roasting, letting customers walk around the equipment used throughout every step of the process. From the roaster to the cooling tray and the packing line, the space is filled with theatricals that could be lost on the Italian who is used to walking into a stand-up coffee bar. However, this insight into production could do well in winning them over.
The roaster, made just a few miles from the centre of Milan by Scolari, favours a family-owned historic coffee manufacturing company which shares a long-standing relationship with Starbucks. In a similar vein, a 6.5-meter (22-foot) cask – a centrepiece of Starbucks roasteries that are usually copper – is cast in bronze to echo the materials prominence across design and architecture in Milan.
On the floor, a mosaic technique, handcrafted in the Palladian style, a historic technique particular to northern Italy and hand-laid by local artisans. One of the marbles used in the flooring is called candoglia, which comes from a quarry owned by the citizens of Milan and, until very recently, used exclusively for the Duomo of Milan and buildings in the surrounding piazza.
What is most clever about Starbucks’ approach to breaking the Italian market is its attempts to demonstrate a rounded understanding of the country’s culture. beyond coffee and design, the Milan roastery’s arriviamo bar offers cocktails and delicacies inspired by the Italian apertivo.
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