Starbucks has yet again pushed the envelope by taking on a new frontier: trains. Switzerland has officially become the first country to get a fully-fledged Starbucks store on rails, located in SBB’s (Swiss Federal Railways) double-decker train car which will be operating from Geneva Airport to St Gallen starting from November 21st.
Depending on length of the trip, consumers people can enjoy the lounge bar, the pastry section or the standing bar. The interior of the moving cafe is colored in well-known shades of coffee: from smooth mocca to soft beige. Particular attention was paid to preserving the authentic Starbucks interior, although heavily adapted to the new spacial conditions of the train.
Liz Muller, the director of concept design for Starbucks, pointed up that this was a challenging project, since they never designed a store for a train before. The main task and guideline was combining comfort and functionality into one unique concept: “Our stores are made not just to have a wonderful drink, but to connect and have a wonderful experience. We wanted to make sure it feels like a club and that you could see a person across the room, so the train feels more spacious.”
The Starbucks-themed railway line has 50 seats (slightly less than the regular train) and will make two round trips on a daily basis during the nine-month trial period. Check out the photos below and let us know if you would like to see something similar in your city/country.