First Look: Starbucks opens 10,000-sq.-ft. ‘destination’ flagship in Madrid
Starbucks has opened its first flagship in Span in one of the world’s most famous football (soccer) venues.
The nearly 10,000-sq.-ft. café is situated in the heart of Madrid at the Santiago Bernabéu Stadium, home of the celebrated professional football club, Real Madrid. Designed by Starbucks (and operated by Alsea), the two-level Starbucks Bernabéu blends architectural innovation with the spirit of the city.
Patrons enter the store through a digital portal that visually narrates the coffee journey from bean to cup, setting the tone for the experience ahead. The 3D installation is also a tribute to Madrid. Iconic elements of the city appear through wisps of steam and digital brushstrokes.
“This flagship is unlike anything else in Spain,” said Antonio Romero, general manager of Starbucks Iberia. “It is a destination that combines exclusive products, innovative design, and the unmistakable Starbucks Experience. We are proud to welcome customers into a space that reflects both our global brand and the unique spirit of Madrid.”
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Image credit: Starbucks -
Image credit: Starbucks -
Image credit: Starbucks -
Image credit: Starbucks
The store design pays homage to Starbucks’ original Pike Place store in Seattle and the energy of Madrid’s famed San Miguel Market. The ground floor features a curated marketplace with custom fixtures and a concierge barista station. The upper floor includes a limestone-and-copper clad Reserve Bar, lounge areas and tasting rooms with panoramic views into the field of the legendary stadium.
One of the store’s defining features is its mixology bar, where, black-aproned “Coffee Masters” create imaginative cocktails and lead tasting sessions. The “masters” draw on their expertise honed through their participation in international barista championships and the visits to coffee farms.
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A bespoke layered sculpture is suspended through the central atrium. Created by Madrid-based artist Cristina Mejías, it depicts an abstract rendition of Starbucks’ signature Siren that echoes the stadium’s curves and the flowing rhythm of the coffee journey, the company said.
Since its arrival in Spain over 20 years ago, Starbucks, which is operated in Spain and the other parts of Iberia by Alsea, has opened 222 stores across 48 cities.
