A custom project to celebrate Milan as Italy’s iconic destination for fashion and design
This is the most beautiful Starbucks in the world: the Starbucks Reserve Roastery in Milan. Located inside Palazzo Broggi, this historical 19th-century building in Piazza Cordusio, that was once home to the city’s old stock market and post office, has become the brand’s first location in Italy.
For this special project, Cassina’s Contract Division was commissioned to customise the premises’ furnishings, including: tables, chairs and armchairs, along with counter stools for the bar and restaurant area. Patricia Urquiola Studio designed the seating for the Roastery, every other element that Cassina Contract built was designed directly by Starbucks.
As an essential interior theme, Starbucks’ requirements specified craftmanship. Thus, each piece was rigorously handcrafted by the finest artisans from the Brianza province using Canaletto walnut wood and natural leather, carefully selected for its elasticity and resistance. Subtle tones of warm chocolate harmoniously fuse with the wood essence to complete the interior space.
This project offered Cassina Contract an exciting challenge: to successfully combine the characteristic imperfections of a handcrafted product with the perfected form requested by the client. For this purpose, all the seating was internally reinforced with an iron core in order to pass the strict American tests for product solidity and strength.
The final result was the exclusive production of more than 200 counter stools and over 100 chairs and armchairs, all produced in record times to furnish this unique location in the world. In collaboration with Cassina’s Art Director Patricia Urquiola, the Cassina Contract Division has created purposely-built multifunctional pieces of furniture, such as small counter stools that can be used either as seats or interlocked as tables in a perfectly elegant fashion.
A fine blend of Italian design and craftmanship to make the Starbucks Roastery an incomparable retail experience
A never-ending success
After opening its first European store in London 20 years ago, Starbucks has since continued to expand its strategic franchise model with more than 3,100 stores in 40 countries across Europe, the Middle East and Africa.
Considered the company’s crown jewel, The Milan Roastery is a place where Italian customers can discover the art and science of coffee in a breath-taking environment that pays tribute to the city of Milan and celebrates everything Starbucks has learned about coffee in its 47-years history. Only two other Roasteries exist in the world: the Seattle Roastery, operational since 2014, and the Shanghai Roastery, which opened its doors to the public in 2017.
At the Milan Roastery, heritage and innovation take centre stage against a backdrop of stunning design and immersive discovery, bringing the most sensational Starbucks retail experience to life for its customers, engaging their sight, hearing, touch, smell, and of course, taste.
The premium Reserve experience offers limited availability of small-lot Arabica coffee sourced from 30 countries around the world, roasted for the first time in Europe and paired with freshly baked artisanal food from the local baker Rocco Princi. Inspired by the famous Italian aperitif, the Roastery also includes the Arriviamo Bar located on the mezzanine floor at the top of a sweeping staircase: Arriviamo is the perfect location to enjoy a carefully crafted cocktail or special coffee service.