Top concept this week

We took a look at Starbucks first store in Italy, Milan.

Milan, known for its coffee connoisseurs, has now welcomed a Reserve Roastery Starbucks, the third in the world.

Renowned for its culture of coffee rituals, it sure won’t be easy to win over the hearts of the Italians whom often don’t believe in coffee chains. The newly opened store doesn’t hold back on the details. The space is all about the experience and is somewhat theatrical. Customers can be immersed in the roastery process, offering more than just ‘counter service’

Will Starbucks be able to gain support from those who live in the motherland of coffee?

Image source: Designboom, Cosmopolitan