Starbucks opened its first ever store in Italy, the Starbucks Reserve Roastery Milan in the Piazza Cordusio.
The storefront offers an “immersive coffee experience” that has an on-site Scolari coffee roaster. Undisputedly, it has been one of the most beautiful Starbucks store to-date.
The new Milan Roastery will pay homage to the Italian coffee culture by offering customers an immersive coffee experience, accompanied by a host of new-to-Starbucks features, as reported by ‘Insider’.
The Reserve Roastery Milan will host a fully-functioning Scolari coffee roaster, a first-of-its-kind Milanese bronze unfolding cask, a wood-fronted main bar featuring Italian fluting and Tuscany-source marble, and an Arriviamo Bar serving cocktails and food.
The Roastery is also expected to introduce Starbucks’ first-ever ‘Affogato Station’, serving serve made-to-order single-batch ice cream. On 07th July this year, Starbucks stores in the US and Canada announced ‘Affogato-style Frappuccino blended beverages. They described this beverage, as a shot of expresso over a finished Starbucks Frappuccino; where the hot expresso mingles with the icy Frappuccino to create creamy pockets of coffee. They also term it as the ‘beautiful marble finish’.
To celebrate the Italian Roastery’s opening, Starbucks’ locations in the United States will also 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.
Starbucks chief design officer Liz Muller said earlier this week,
“the company is not coming to Italy to teach people about coffee. This is where coffee was born.”
Instead she insisted,
“Starbucks wanted to come and bring a premium experience that is different to what people in Italy are used to”.
In Italy, an espresso at a coffee bar is usually a quick morning or after-lunch ritual performed standing up. In many neighborhoods, cafes are practically on every corner, and Italians are on a first-name basis with their trusted barista.
The new Starbucks Reserve Roastery Milan opened to the public on 7th September, amidst stiff competition from existing neighbourhood coffee shops. However, the interiors of this beautiful Italian outlet are surely worth a million ‘star’bucks.