Starbucks opens a new concept store in Amsterdam tomorrow, on March 8. Called ‘The Bank,’ the concept store features a ‘Slow’ Coffee Theatre, Dutch design, community gathering spaces and a bakery. The concept store is a part of total Starbucks chain renovation that has already started in North America.
Photo: The Bank interior, by Rien Meulman, www.contemporist.com
The Bank is located in a 430 square meter subterranean space in the vault of a historic bank on the popular Rembrandtplein, reports Contemporist. The interior design follows Dutch traditions and reflects its coffee drinking culture. The store is also called a ‘laboratory’ as it will be a testing center for innovative coffee brewing methods in its ‘Slow’ Coffee Theatre. The consumers will also be able to try small batch reserve coffees available nowhere else in Europe. In addition, Starbucks will introduce its first ever Clover brewing system in Europe here. The bakery will produce cookies and buns and Starbucks will announce the fresh portion coming out of the oven via Twitter.
The interior design was developed under the direction of Dutch-born Liz Muller, Starbucks Concept Design director who inspired a big team of artists and craftsmen to create a unique Dutch entourage using antique Delft tiles, walls clad in bicycle inner tubes, wooden gingerbread biscuit moulds and coffee bag burlap.
The store features the reclaimed 1920s marble floor and repurposed Dutch oak out of which the benches, the tables and the undulating ceiling relief are made. The variety of chairs and stools were reclaimed from local schools. It also has window seat cushions and multi-level spaces for local bands concerts and poetry readings. Due to all these details, The Bank must become a popular cultural gathering spot in the middle of Amsterdam.
Photo: The Bank interior, by Rien Meulman, www.contemporist.com
Besides, Starbucks will adapt to changing tastes of the UK citizens and add more Fairtrade espresso to their Latte at no extra cost to customers starting March 14. The company also introduces a new approach to steaming milk to give it a smoother taste. The changes will be announced and supported with the TV, print and digital ad campaign.
