Starbucks is to open its first European concept store in a disused Amsterdam bank vault. The Amsterdamsche Bank building is on Rembrandt Square and the new Starbucks in the old vault will be the largest in Europe, some 420 sqm. The move is part of a plan to revitalize the brand in Europe. Part of the new concept is to use more local elements in store design – typical furniture, bike saddle stools and blue and white tiles in the case of the Amsterdam store. Locally produced products, such as pastries etc, are also planned.

Starbucks chose Amsterdam for the new concept as it is the base for its European business and for the city's long running coffee tradition. Amsterdam is still a major center for coffee bean import and roasting in Europe. “With this store I was inspired not only by the role 17th century Dutch traders played in bringing coffee to the world, but also by the place The Netherlands holds today as a design and creative capital,” said Liz Muller, Concept Design director. “My vision was to bring the space to life by celebrating local history and tradition while looking to the future by giving it a sense of theater and discovery.” She was also involved in the design of Starbucks hometown Seattle's concept stores. Whether Liz Muller's “vision” will win hearts and minds in Amsterdam remains to be seen.

Starbucks was founded in 1971 in Seattle, USA. It has since grown to become the largest coffeehouse chain in the world. The company has expanded rapidly and become synonymous with aggressive marketing and expansion. Starbucks currently runs more than 19,000 coffeehouses around the world in 58 countries.

Liam Lever, liam@romania-insider.com