Starbucks claims its Italian Milan branch, which opens to the public this week, is “the world’s most beautiful”. So what does it look like?
The Seattle-based multinational is taking on a mainstay of Italian culture: a thick thimbleful of powerful black liquid served at the bar in cafés throughout the country, 6 billion times a year, according to Italian catering federation FIPE.Not surprising then that Starbucks, which is well-established elsewhere in Europe, has already delayed its entry into the Italian market.
The company hopes its 2,300-sq.m Reserve Roastery – “the most beautiful Starbucks in the world” – will entice customers in for a new coffee experience.
The Milan Starbucks also features what the company calls its:..”first ever affogato station”, where staff use liquid nitrogen to make ice cream based on the traditional Italian dessert of of gelato topped with espresso.
