Another first for Starbucks: Store on a train
New York -- Starbucks Coffee Company and Swiss Federal Railways (SBB) on Thursday unveiled the first-ever Starbucks store on a train. The store’s maiden voyage will take place on the train line running from Geneva Airport to St. Gallen in Switzerland on Nov. 21 at 6:36 a.m.
The design of the unusual store is contemporary and focused on comfort, yet at the same time functional, with a color scheme inspired by coffee. The exterior of the sleek red and white car is branded with Starbucks siren logo on both sides including ‘Starbucks’ text.
White icons representing menu items including beverages and muffins, as well as the Fairtrade symbol and an image of Starbucks espresso machines were created and placed on the windows to highlight the offering inside the train car.
Inside, the experience on the car is split between two levels and features a warm and welcoming color palette inspired by the shades and tints associated with coffee, from dark roasted brown beans to snowy white steamed milk. The two levels provide seating for a total of 50 people.
On the entry level, the baristas will serve passengers from behind a curved wooden bar that also features a small pastry case. There is a standing bar provided for customers to enjoy their drinks.
The upstairs boasts a uniquely designed lounge area, with an intimate feel. It offers travelers a relaxing area to enjoy their favorite Starbucks beverages. The materials used to create the experience include distinctive beige-colored leather, moveable club chairs and wooden community tables.
To add Swiss-inspired details, special dials resembling watch faces were crafted and built into all of the upstairs tables. Each has a number on it which is also used to support table service, so customers can order from their seats and have drinks delivered.
“It was an incredible and rewarding challenge to design our first ever Starbucks store on a train. We had to combine functionality and beautiful design, whilst taking into account a variety of factors such as constant movement of the train, space limitation and stringent safety regulations,” said Liz Muller, director of concept design for Starbucks.
Muller added that the venue is one of the smallest espresso bars and stores the company has ever designed and is a result of a unique collaboration of experts, including local designers and engineers from SBB.