Submitted by Francesca Cuoghi
The art of coffee blending becomes a masterpiece of architecture
Italy Architecture News - Nov 20, 2018 - 05:22 3398 views
Starbucks Reserve Roastery opened its first Starbucks location in Italy. The coffee bar is located inside the historic Poste building in Piazza Cordusio in Milan.
Designed as an homage to the Italian espresso culture that inspired Howard Schultz 35 years ago to create the Starbucks Experience, the 2,300-square-meter (25,000 sq. ft.) Reserve Roastery showcases the theatre of coffee roasting, brewing and mixology in the epicenter of fashion and culture.
At the Milan Roastery, heritage and innovation take center stage against a backdrop of stunning design and immersive discovery. As customers enter the building, they are 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.
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 Starbucks 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 coffees, cocktails and cuisine in a distinctly European environment – that of a street-side café. Also adorning the Roastery’s portico is a striking statue of a siren – the symbol of Starbucks steeped in classical lore – completely hand-carved in Carrara marble by Tuscan sculptor Giovanni Balderi.
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