Strolling through Piazza San Silvestro, in Rome's historic center, at number 6, crowds are gathering around a new player on the city’s scene: Europe’s first Starbucks flagship store. This innovation promises to revolutionize the relationship between Rome and coffee, offering not just a meeting place but a true cultural and artistic experience. Spanning 800 square meters across two levels, the impressive store officially opening to the public on November 16 represents Starbucks' biggest gamble in Italy. In collaboration with Percassi, the brand’s licensee in the country, the green siren aims to win over both locals and tourists alike with a mix of signature murals and coffee-based cocktails.
Europe's first Starbucks flagship store
Not just coffee, but also a large cocktail bar. The highlight of the new store is its first Starbucks-branded mixology bar in Europe, where ten bartenders on the lower level will craft coffee-based cocktails such as the Espresso Martini and the Oleato Espresso Martini. As for coffee, the offerings include various 100% Arabica blends, such as Starbucks Blonde Espresso Roast (a smooth roast with subtle citrus notes) and the specialty Starbucks Reserve T.
On the upper level, a cozy, private lounge provides space for business meetings, complete with an interactive screen, as well as a counter for complimentary coffee tastings available to visitors every Wednesday. A prominent wall mural inspired by the she-wolf of Rome, created in just eleven days by artist Luca Maleonte (@lucamaleonte), dominates the space, emphasizing Starbucks’ connection to the city. Additionally, a traditional Roman *Nasone* fountain flows with drinkable water at the center of the lower level.
An urban redevelopment project
With 60 employees—most under 30—and over four weeks of specialized training, the company aims to forge a deep bond with the local community. Matteo Morandi, CEO of Starbucks Italy, told Gambero Rosso about the new opening in Rome:
"It’s not just about coffee; we want to create a place of connection, a point of reference for those who live in and visit Rome. The product quality is excellent, but what matters most to us is the growth of our young collaborators."
The opening in Piazza San Silvestro is part of a broader urban redevelopment project. Morandi added: "We want to restore beauty and vitality to symbolic places in Rome. Piazza San Silvestro, with its historical charm, is the perfect setting for such an innovative format. Our first customers must be young people."
More openings by 2025
This store marks the seventh Starbucks in the capital and the 46th in Italy, following an October opening in Venice. But it won’t be the last. Ahead of the Jubilee in 2025, the company plans to open additional locations in Rome, each with unique formats to cater to the growing local and international audience.
In the meantime, the November 16 inauguration will be celebrated with special events, including a DJ set by students from the IED Rome and an exclusive collaboration with the International School of Comics to customize the iconic reusable cups.
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