The opening of the Milan Roastery - the third worldwide, after Seattle and Shanghai - presents a full-circle moment for both Howard Schultz and the company. Offering locally roasted, small-lot Arabica coffee sourced from 30 countries, and freshly baked, artisanal food from local baker, Rocco Princi, the US coffee chain’s entry into the Italian market is a big deal for Italians. To communicate Starbucks’ story and how the vision for Starbucks came about during a visit to Italy that Schultz paid in 1983, we had the honor to work side by side Starbucks’ executives and the team of architects and artisans who designed and build the renovation for more than 6 months to create a floor-to-ceiling, engraved brass data visualization wall that we enriched with the addition of a digital layer interacting directly with the physical space.
1. The Brass Wall The wall can be read through three overlapping and interplaying layers: the story and journey of Starbucks, the meaningful places in the company’s history and the actual coffee blends. Each layer of information is embedded in the wall leveraging the potential offered by different etching, engraving and brushing techniques, as well as the lighting, to create a landscape that is both cohesive and multi-faceted. A dense and granular visualization presents a main narrative (Schulz’s journey and the story of how — right in this piazza— Howard fell in love with the Italian coffee culture) over additional datasets that provide a context to it and evoke secondary stories.
Design in collaboration with Starbucks Creative Global Design and Innovation. Execution by Starbucks.