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The new Starbucks that's converting Italians in droves

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It's not hard to see why.

There are few countries in the world which Starbucks hasn’t infiltrated. Australia, with its love for flat whites and its unique cafe culture, is one exception – Italy is another.

That is until now.

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The coffee giant has officially opened its first Italian outlet in none other than the fashion capital of the world, Milan. Located inside a historic building in Piazza Cordusio, the cafe has been designed as an homage to the country’s espresso culture, which first inspired Starbucks executive Howard Shultz more than 35 years ago to bring back a little piece of it to the US.

“During my first trip to Milan in 1983, I was captivated by the sense of community I found in the city’s espresso bars – the moments of human connection that passed so freely and genuinely between baristas and their customers. The opening of the Milan Roastery is the story of Starbucks coming full circle,” said Howard Schultz, chairman emeritus of Starbucks.

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The Reserve Roastery spans more than 2,300 square metres and offers more coffee from more than 30 countries around the world. At the centre of the cafe, a fully-functioning Scolari coffee roaster will roast the beans and offer a behind-the-scenes look at the workings of a roastery. With the Italian coffee aficionado in mind, the cafe features a long wooden espresso bar with marble detailing on the ground floor, an immersive cocktail marble bar on the mezzanine as well as an artisanal bakery.

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“We have spent the past year living and breathing the city of Milan, working closely with dozens of local artisans to bring to life our most beautiful retail experience that engages each one of our customers’ senses – sight, sound, touch, smell, and of course, taste,” said Liz Muller, chief design officer, Starbucks.

“From the palladiana flooring that was chiselled by hand to the bright green clackerboard made by Italian craftsman Solari, everything you see in the Roastery is intentional, offering moments of discovery and transparency.”

The Reserve Roastery is the third of its kind in the world, with one in the company’s hometown of Seattle and another in Shanghai, and marks the 78th market the coffee powerhouse has been able to crack.

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