FACT - The Dutch know their coffee (if you are not in the loop): coffee has been in the Netherlands as early as 1616 and they have been going to coffee shops since 1664. Dutch know branding. Amsterdam has been appointed the number 1 city in the world to test progressive concepts. Also a FACT - I'm not a Starbucks fan. But one has to give credit to their massive and briliant international strategy. Say hello to the world's first coffe laboratory: Starbucks and its brand new concept store in Amsterdam. Created to push the brand beyond its comfort zone as far as innovation and experimentation are concerned. The historical building (a former bank) is mixture of tradition, history, tecnology and coffeee all in one. Using existing resources - the entire shop is made from Dutch oak, while the benches and chairs are reclaimed from local schools - more than 35 artists and craftsmen designed sustainable materials for its indoors. So why is a "Laboratory"? The new Starbucks will serve as a testing center for innovative coffee brewing methods in its "slow" coffee theater such as Clover (mechanized press know to be the best thing since the espresso machine invetion)and reserve coffees that are not available anywhere but there. It is also the first one to introduce in-store baking concepts and new social media strategies, like send you a Twitter when fresh muffins are made. You know what they say: "If a brand can make it there, it makes it everywhere..." Watch out rest of the world - Star is branding bucks now. xx I.
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