Starbucks has unveiled its first-ever flagship in Spain, located in one of the world’s most iconic football venues — the Santiago Bernabéu Stadium, home to Real Madrid. The nearly 10,000-square-foot, two-level café combines immersive design, innovation, and the signature Starbucks Experience, making it a new destination in Madrid for both coffee lovers and tourists alike.
A Coffee Journey Through Madrid
Upon entering, visitors are greeted by a digital portal that narrates the coffee journey from bean to cup through a 3D installation. The immersive display also pays tribute to Madrid, featuring iconic city elements brought to life through digital brushstrokes and wisps of steam.
“This flagship is unlike anything else in Spain,” said Antonio Romero, General Manager of Starbucks Iberia. “It is a destination that combines exclusive products, innovative design, and the unmistakable Starbucks Experience. We are proud to welcome customers into a space that reflects both our global brand and the unique spirit of Madrid.”
Design Inspired by Seattle & Madrid
The store’s design draws inspiration from Starbucks’ original Pike Place Market store in Seattle, blended with the energy of Madrid’s San Miguel Market.
Highlights include:
- A curated marketplace with custom fixtures and a concierge barista station.
- An upper-level Reserve Bar clad in limestone and copper, offering panoramic views of the stadium.
- Dedicated lounge areas and tasting rooms.
- A mixology bar where black-aproned “Coffee Masters” craft cocktails and lead tasting sessions.
Art Meets Coffee Culture
A standout centerpiece of the store is a bespoke layered sculpture by Madrid-based artist Cristina Mejías. Suspended through the central atrium, it reimagines the Starbucks Siren in an abstract form, echoing the curves of the stadium and the flowing rhythm of coffee’s journey.
Starbucks’ Growth in Spain
Starbucks entered Spain over 20 years ago and, through its partnership with Alsea, has grown to 222 stores across 48 cities. The Madrid flagship not only strengthens Starbucks’ Iberian presence but also demonstrates how global brands are increasingly leaning into destination retail concepts — where cafés are more than just a place to grab coffee but are cultural, social, and experiential hubs.
Star Brands Consulting Group: Guiding Global Expansion
At Star Brands Consulting Group, we understand that flagship openings like Starbucks Madrid are strategic milestones that go beyond traditional retail. They merge brand storytelling, cultural relevance, and immersive customer experience to elevate positioning in competitive markets.
We help global brands expand with:
- Market Entry & Expansion Strategy – navigating regulations, consumer behavior, and location selection.
- Experiential Retail Development – creating destination spaces that connect emotionally with customers.
- Franchise & Partner Management – guiding collaborations with regional operators, such as Alsea in Iberia.
- Growth Consulting Across Sectors – from food & beverage to lifestyle, fashion, and retail.
As Starbucks continues to innovate in Europe, its Madrid flagship stands as an example of how the future of retail lies in blending commerce with culture and community.