The World Today
The first Starbucks located in a European football stadium offers an exclusive space dedicated to cocktails and other experiences.
MADRID, 20 (EUROPA PRESS)
Starbucks, a coffee distributor operated by Alsea in Spain since 2018, will open its first flagship store in Spain this Friday. Located at the Santiago Bernabéu Stadium, it will feature an exclusive space dedicated to cocktails and other experiences.
Specifically, Starbucks Bernabéu becomes the first Starbucks located inside a football stadium in Europe and will be the brand's largest space in Spain, with a surface area of 900 square meters spread over two floors and offering privileged views of the Real Madrid stadium.
The store will feature a space dedicated to mixology and unique, immersive experiences about the world of coffee, led by the brand's "coffee masters," professional baristas in black aprons who, in addition to receiving specialized training, many of whom have participated in international championships or visited coffee farms through the Starbucks Origin Experience program.
A unique space that will feature an experiential offering inspired by those offered at Starbucks Reserve Roasteries, the brand's most premium line, of which there are only six in the world (Seattle, Shanghai, Milan, New York, Tokyo, and Chicago).
The new store, which will be the company's 222nd in Iberia, will feature exclusive products and experiences unavailable in any other store in the country. This opening represents the brand's most ambitious project in Spain, for which it has made a significant investment in a unique establishment unlike any other in the domestic market.
Under the slogan "Passion for coffee, passion for Madrid," the Bernabéu flagship store aims to forge a unique bond between the brand and the Spanish capital, offering an unparalleled sensorial experience.
Starbucks Iberia CEO Antonio Romero noted that the opening of this flagship store is a "milestone in the brand's history." "It's an emblematic and unique place where visitors can not only enjoy the best coffee but also experience a completely immersive and unparalleled experience," he emphasized.
"Starbucks Bernabéu is ready to welcome its first visitors this Friday, which is a true celebration for both the brand and coffee lovers. This store is unlike anything we've done in Spain to date, with an exclusive product offering and a design that distinguishes it from all our other establishments," he stated.
65 NEW BARISTAS
Since its arrival in Spain more than 20 years ago, Starbucks Iberia's portfolio has grown to include more than 200 stores across 48 cities, generating local employment for hundreds of employees and creating a unique community connected through coffee. In recent years, the brand has increased its sales to a record $281 million.
Starbucks, which has nearly 2,800 partners in its Iberian region, continues to invest in talent and customer experience with the addition of 65 new coffee specialists to its flagship store in the capital.
Starbucks has stated that with this hiring, it reinforces its commitment to "excellence in service and the creation of unique spaces for coffee lovers and unique experiences."
COMMIT TO MIXOLOGY AND CULTURE
Thus, the new Bernabéu store is designed with distinct areas to offer a premium experience to visitors. The space, spread over two floors, includes a mixology area, where customers can explore the art and science of cocktail creation, blending coffee with a variety of ingredients to create imaginative new drinks.
In addition to its beverage selection, customers will also find exclusive products and Starbucks Reserve coffees, limited offerings only available at select locations around the world.
Starbucks is also committed to culture in this innovative space. The store will host exclusive events and personalized sessions designed to deepen customer relationships and foster a community spirit, with the goal of becoming a cultural and culinary hub. Thus, this space will showcase Spanish artists through dynamic and innovative narrative formats.
In this way, the Madrid flagship aims to position itself as a cultural and gastronomic meeting point in the capital, integrating itself into the urban life proposed by a renovated Bernabéu that has become a gastronomic hub and that has spaces such as 'Plaza Mahou', a microbrewery by Mahou San Miguel, which makes the Real Madrid home the first football stadium in Spain to brew its own beer, as well as restaurants such as 'Puerta 57' by the La Máquina group, 'Arzábal Bernabéu' by the Arzábal Group or 'KO by 99 Sushi Bar' (Grupo Bambú).
