| 星巴克位於義大利的第一家門市正式在米蘭開幕 |
不同於一般的星巴克門市，在米蘭的旗艦店而是像西雅圖和上海那樣的大型 Reserve Roastery ，內裝相當豪華氣派，選址就在米蘭科爾杜西奧廣場。為了針對當地消費者也有做調整，不賣星冰樂，賣披薩，但價格是一個挑戰，一杯濃縮是當地平均價格的兩倍。
Today, we celebrate the opening of our first store in Italy and the most beautiful Starbucks in the world: the Starbucks Reserve Roastery in 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.
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.
Upstairs on the mezzanine, customers can discover Arriviamo Bar – where mixologists are on hand to create specialty cocktails behind a 10-meter (30-foot)-long marble bar carved from a single block of Calacatta Macchia Vecchia. 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. “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. #tobeapartner
