Starbucks Uses Opulent Design to Attract Coffee Lovers to Its First Italian Store

Starbucks Milan Interior

How can the world's largest coffee chain make inroads in a country steeped in coffee culture? This was Starbucks' task when it decided to open its Milan store, the first in Italy. Met with skepticism by many Italians, who revel in the perfect espresso and have deep connections with their local coffee shops, the company had a lot to live up to. And when the Milan store was revealed, it was clear that Starbucks took the challenge seriously, stepping up their game to create a space that is much more than your average Starbucks.

Located in a historic building that was once a post office, the opulent interior pays homage to traditional Italian design and shows off the diversity of Starbucks 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.”

An immediate difference between your neighborhood Starbucks and the one in Milan is the use of stone. In Italy, most bars have stone countertops and the Milan Starbucks is no exception. Marble sourced from a respected quarry in Calacatta is used throughout, with the counter warmed a few degrees via a hidden radiant heating system. The flooring is another classical touch. Hand laid by local artisans, the Candoglia marble is placed in a traditional Palladiana flooring pattern. As the store is located just a few streets over from Milan's Duomo, it's only fitting that the marble used on the floor was sourced by the same quarry used for the historic cathedral.

Starbucks Milan Interior

The use of bronze accents and pink stone brings a warmth to the vast space, which has wood accents such as the fluted bar fronts that are a nod to Corinthian columns. Another focal point of the interior is the roastery, which brings visitors into the art of coffee. It's only the third Starbucks in the world to have its own reserve roastery, where the family-run Scolari manufacturer will take charge of providing a batch of daily beans. Here, the masterpiece is the 22-foot-tall bronze cask that stands as a sculpture, showing off the de-gassing chamber.

If that weren't enough, renowned baker Princi has partnered with Starbucks to create artisan breads, pizzas, and sweets in an open setting for customers to see. There's even a cocktail bar open in the evening, playing on Italy's aperitivo culture of pre-dinner drinks and nibbles. With over 100 ways to drink your coffee, Starbucks is going all in to see if they'll be able to find their way in Italy's coffee scene. The only thing missing is the Frappuccino, which curiously does not make an appearance on the menu.

Since opening on September 7, 2018, lines have stretched around the block as people waited to get their sip of Starbucks. The opening is not without controversy, as many Italians are critical not only of an outsider's ability to make the perfect espresso but the elevated pricing. In a country where a good cappuccino costs about $1.20, will locals be willing to pay a premium for the experience Starbucks is offering? Only time will tell.

Starbucks has made their entry into Italy with the opening of their new store in Milan.

Starbucks Milan Exterior

Starbucks Milan Opening

Starbucks Milan Opening

Photo: Joshua Trujillo, Starbucks

The interior pays homage to Italian design, with traditional marble touches.

Starbucks Milan

Photo: Connor Surdi, Starbucks

Starbucks Milan Interior

Photo: Joshua Trujillo, Starbucks

Starbucks Milan

Photo: Joshua Trujillo, Starbucks

More than a simple coffee shop, the Milan location is also a roastery where customers can see the entire roasting experience.

Starbucks Milan Roastery

Photo: Joshua Trujillo, Starbucks

Starbucks Milan

Photo: Joshua Trujillo, Starbucks

Starbucks Milan

Photo: Joshua Trujillo, Starbucks

An affogato station is a nod to the traditional dessert of ice cream smothered in espresso.

Starbucks Milan

Photo: Joshua Trujillo, Starbucks

In the evening, the Arriviamo bar crafts cocktails and provides small bites.

Starbucks Milan

Photo: Suzie Reecer, Starbucks

The famous Princi bakery will be on site creating artisan bread and pizza.

Starbucks Milan Bakery

Photo: Joshua Trujillo, Starbucks

Time will tell if Starbucks is able to crack the Italian market, where locals are fiercely proud of their coffee culture.

h/t: [Design Taxi, Architectural Digest]

All images via Starbucks.

Related Articles:

Traditional Tea House-Inspired Starbucks Will Soon Open its Doors in Kyoto

Starbucks Is Opening Its First “Signing Store” for Deaf Community in the U.S.

Starbucks Adopts Policy to Donate All Unsold Food to the Hungry

Truly Unique Starbucks in Japan

Jessica Stewart

Jessica Stewart is a Contributing Writer and Digital Media Specialist for My Modern Met, as well as a curator and art historian. Since 2020, she is also one of the co-hosts of the My Modern Met Top Artist Podcast. She earned her MA in Renaissance Studies from University College London and now lives in Rome, Italy. She cultivated expertise in street art which led to the purchase of her photographic archive by the Treccani Italian Encyclopedia in 2014. When she’s not spending time with her three dogs, she also manages the studio of a successful street artist. In 2013, she authored the book 'Street Art Stories Roma' and most recently contributed to 'Crossroads: A Glimpse Into the Life of Alice Pasquini'. You can follow her adventures online at @romephotoblog.
Become a
My Modern Met Member
As a member, you'll join us in our effort to support the arts.
Become a Member
Explore member benefits

Sponsored Content