Will Italians embrace Starbucks on their soil or will it remain forever a tourist spot? TBD. Either way the Starbucks Reserve Roastery in Milan looks like something out of a Willy Wonka factory, for coffee. If Wonka used augmented reality (AR).
Italy marks the company’s 78th global market the first time Starbucks has established its retail presence in a new country with the Roastery format, of which only two others exist in the world: the Seattle Roastery, which opened in 2014, and the Roastery in Shanghai, which debuted in 2017.
As customers enter the Roastery in the historic Poste building in Piazza Cordusio they are met with a 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.