Starbucks, the coffee retailer and roaster operated by Alsea in Spain since 2018, is set to open its first flagship store in the country at the end of the summer, located within the Santiago Bernabéu stadium.
This launch marks the brand’s most ambitious venture in Spain to date, involving a significant investment in a venue that will offer exclusive products and experiences not currently available in any other Starbucks location nationwide.
Starbucks Bernabéu will be the first Starbucks situated inside a football stadium in Europe and the largest in Spain, occupying nearly 900 m² across two floors: one housing the main store and the other dedicated to an experiential café with views of Real Madrid’s iconic ground.
Starbucks brand manager Catalina Carnicero stated that the new space will offer an “elevated Starbucks experience” in the Spanish capital. “We were looking for an iconic location to open it, and the Bernabéu is the ideal place, because this won’t be just another Starbucks store,” she told Europa Press.
“This flagship is a tribute to the city of Madrid – an effort to integrate the brand into both Spanish and Madrilenian culture, with numerous nods to the city reflected in the drinks, materials and featured artists. Ultimately, a flagship aims to serve as a love letter to the city,” she added.
This unique space will offer an experiential concept inspired by the Starbucks Reserve Roasteries – the brand’s most premium line, with only six locations worldwide (Seattle, Shanghai, Milan, New York, Tokyo and Chicago).
Starbucks Bernabéu has been designed to deepen the connection between visitors and the brand, while celebrating and promoting coffee culture.
Guests will be invited to elevate their coffee experience through personalised sessions aimed at fostering engagement and a sense of community. These will be led by expert baristas offering curated tastings, alongside an extensive menu of beverages to suit every taste.
The space will blend exclusive design with dedicated zones and a distinctive value proposition inspired by the international standards of flagship locations such as the Roastery in Milan.
In a first for Spain, the Bernabéu store will also feature a dedicated mixology area – similar to the one in Milan – where coffee will be combined with other ingredients to craft unique and innovative cocktails.
With this offering, the Madrid flagship aspires to become a foodie hub, seamlessly integrating into the vibrant new lifestyle hub emerging around the renovated Santiago Bernabéu stadium.
Milan, an inspiration for the Bernabéu's flagship
The Reserve Roastery in Milan, housed in the historic Palazzo delle Poste in Piazza Cordusio – just steps from the iconic Duomo – spans over 2,000 m² and features marble, carved stone and copper finishes that blend Italian heritage with a contemporary edge.
Centred around the art of coffee, the space includes several areas, such as the Arriviamo Bar, which brings together mixology and speciality coffee. Designed in the style of an elegant Milanese hotel bar, it serves refined drinks like the Espresso Martini and Cold Brew Negroni.
The Roastery is also home to Princi, a Milan-born bakery that prepares fresh bread and focaccia in a wood-fired oven visible from the main hall, along with a wide array of pastries and savoury dishes. For the Bernabéu flagship, Starbucks is already working on a similar collaboration with a Spanish brand to broaden its food offering.
This launch is part of Starbucks’ continued growth in Spain and Portugal, where the company now operates over 220 stores across both markets.
The Bernabéu, the new foodie 'place to be'
The revamped Santiago Bernabéu is fast becoming a new foodie hotspot. The upcoming Starbucks opening will join other recently launched spaces such as Plaza Mahou, a Mahou San Miguel microbrewery, making the Bernabéu the first football stadium in Spain to brew its own beer. Covering around 700 m², it is now the largest venue in Madrid dedicated to a beer brand. The on-site brewery can produce up to 30,000 litres annually, with an estimated 400,000 visitors expected each year.
The stadium is also expanding its culinary offerings with the return of Puerta 57, the first restaurant to open inside a Spanish stadium, now fully refurbished by the La Máquina group two decades after its original launch. Additionally, Grupo Arzábal has unveiled Arzábal Bernabéu, a new venue accessible via Gate 28, where it serves refined cuisine in a space that pays tribute to classic Spanish taverns – further cementing the Bernabéu’s status as one of Madrid’s most vibrant and promising culinary spots.
Meanwhile, Grupo Bambú, a global leader in Japanese haute cuisine, has recently launched its first venue in Spain under the KŌ by 99 Sushi Bar concept. This exclusive space is located within one of the VIP boxes of the stadium’s food court at the Madrid coliseum.
The Bernabéu will also soon unveil the Bernabéu Market, a culinary space conceived as a cultural hub centred on food. The market will host a range of bars, restaurants, cocktail lounges and ice cream parlours, along with specialist shops dedicated to gourmet food, offering a diverse and elevated dining experience within the stadium itself.
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