Starbucks is Banking on Europe

03.06

To double-down on yesterday’s post about Starbuck’s deep pockets and their ability to build remarkable cafés—I present to you Starbucks: The Bank. Europe’s new flagship store will open this weekend in Amsterdam on the heavily trafficked Rembrandtplein. This giant new location will feature a bakery and “coffee laboratory” and was built inside the renovated vault of a historic bank.

The Bank has replaced the now-standard super-automatics with throwback La Marzocco Lineas and there will be a “Slow Coffee Theater” which will focus on brewing Starbucks small-batch reserve coffees with undisclosed “slow” methods. This will also be Starbuck’s first European location with a Clover system, though it’s not the first time they’ve been used by other shops in Europe. The “laboratory” will be used to try new concepts before sharing ideas that work with other Starbucks stores throughout Europe.

The design was directed by Ductch-born Liz Muller who worked with over 35 local artists and craftsman to add many of the details throughout the space. From vintage Deflt tiles, to bicycle inner tube art, and reclaimed Dutch-oak for all the trimmings, the space is warm and personal with an authentic localism that is hard for chain stores to pull off.

There are multiple levels throughout the space that double as stages for various events with the intent of having The Bank double as a cultural hub in the center of Amtersdam while also maintaining emphasis on the baristas.

The entire shop was designed to respect the architecture of the historic bank, but also to treat coffee as a theater. In fact, the store is constructed like a reversed theater; you can see the baristas the moment you enter the door, and as you move through the niches and platforms you never lose sight of them.

While I will never advocate drinking their coffee, I am continually impressed by the design, marketing and sustainability efforts that Starbucks continues to make. It’s a shame that all of it is done in vain when compared to their undrinkable coffee and heavy entrance into the instant coffee and K-cup markets.

With every move the company seems to make in the right direction, I give them another try. I’ve tasted their “Reserve Coffees” brewed on a Clover and I’ve sipped their “Blonde” roast brewed in a Chemex—but every time it’s the same sad story, burnt and undrinkable. At the very least these new concept stores will be a great place to sit and drink a cup of tea or hot chocolate while checking my email for free.

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posted by on 03.06.2012, under Design

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