Starbucks Reserve Roastery Milan | First roastery in Europe

11-9-2018

September 6th, Starbucks opened their new coffee establishment Reserve Roastery Milan. Instead of targeting the more accessible coffee to-go market in America, they chose to try to penetrate the more conservative Italian market. The Reserve Roastery in Milan will be located in a former post office at the edge of the Piazzo Cordusio in Milan. In this spectacular building, Starbucks will try to show its craftsmanship and its ability to innovate to a broader audience in Southern Europe. Starbucks has opened a similar concept in Seattle in 2014 and one in Shanghai in 2017. So if you are curious for this new coffee experience, you do not have to travel all the way to America or China anymore, you can experience it in Milan as well.

Starbucks Reserve Roastery Milaan | Design

The building mainly exist out of marble, twisting copper pipes and changing vibrant colors. The marble represents a link to the multiple marble counters in the coffee shops all across Milan. Even though there are two Reserve Roastery coffee shops already, this is the first shop in which the visitors can actually witness the entire coffee-process from beginning to end. The process takes place in colorful machines, like the shiny green Scolari toaster, fabricated in Italy itself.

The epicenter of the new Roastery is a 22-foot, first-of-its-kind bronze roasting cask that periodically unfolds and rotate, like a blooming flower, to give customers a rare glimpse of the de-gassing phase of the coffee bean roasting process. Guests can view the wall as it is or, with the help of their mobile device, can experience the wall in augmented reality (AR), giving them access to even more multimedia artifacts about the company’s history and the art and science of coffee.

The Milan Roastery employees nearly 300 persons either at Starbucks or its partners, and will offer locally roasted, small-lot Arabica coffee sourced from 30 countries.

Arriviamo Bar | Drinking cocktail on the first flower of the Starbucks Reserve Roastery

On the Roastery’s mezzanine, up a sweeping staircase, is the chic Arriviamo Bar. Inspired by the tradition of the Italian aperitivo, early evening social cocktails paired with small bites, the bar features more than 100 cocktails with new creations and traditional favorites like the Negroni and the Aperol spritz. At the end of the Roastery’s main coffee bar on the ground floor is a theatrical mix of food and beverage that partners have dubbed ‘Fire and Ice!’ A line of siphons with glowing flames for brewing coffee sits next to an affogato station creating ice cream with liquid nitrogen, generating clouds of puffy, white vapor with each hand-crafted batch. The Princi Bakery in the Milan Roastery is anchored by a wood-fired oven, made brick-by-brick on site – local baker Rocco Princi’s ultimate tool for making bread the way it’s meant to be done. Outside there is a big terrace to enjoy the freshly brewed coffee you ordered.

Website: Starbucks Reserve Roastery Milan

• Product
• Price
• Place
• Promotion
• People