Grandiose Quotes from the Starbucks Milan Roastery Press Release | Eater

"Marketed with operatic, theatrical language and press releases framed as “acts,” the new Milan roastery is presented as a dramatic celebration of the company’s coffee heritage, with breathless, hyperbolic claims likening the opening to a masterpiece. The interior centers on a vibrant green Scolari coffee roaster and a floor-to-ceiling engraved brass wall—burnished to an ombre finish and backlit—paired with an interactive augmented reality (AR) experience that visually traces green coffee poured from burlap sacks through the roaster and cooling trays to a dramatic 6.5‑meter bronze cask that unfolds like a blooming flower to reveal the de‑gassing chamber; roasted beans then travel overhead through copper pipes to silos at the coffee bars. Promotional copy and staff anecdotes emphasize lore and emotion—training stories of trembling hands brewing a first coffee in a press, a general manager moved by a conversation with Howard Schultz, and even a moment underscored by Pavarotti on a recording—framing the venue as both a theatrical spectacle and a showcase of coffee craft, transparency, and artisanal production." - Tim Forster