Bianchi has joined a range of Italian brands in featuring exclusive new season bikes at the opening of a Starbucks’ Milan Roastery.
The marketing initiative places the famed racing bike brand in the historical Post Office building in Piazza Cordusio, which covers more than 2,000 square metres. The new space will stand out for its exclusive coffee blends, designed to seize the taste of artisanal coffee.
Visitors to the store will have the opportunity to discover exclusive merchandise, produced in partnership with Italian designers and brands.
Bianchi collaborated with Starbucks to design a special model of bicycle, exclusively available for sale at the Starbucks Reserve Roastery. The bike is designed to meet the demands of those looking for an elegant and trendy bike.
The exclusive range caters for urban commuting, as well as being produced as a short-cut capable fitness bike, where riders can enjoy exploring new routes and experiences, both on and off-road.
The bike’s graphics, prepared by Bianchi’s designers, feature the colours of the Starbucks Reserve Roastery.
Bianchi joins a list of selected brands to present a collection of exclusive products in the Starbucks store, introducing the new model dedicated to the partnership with the Italian coffee giant.
This isn’t the first time Bianchi has produced a special model of bicycle to be sold in a concept store.
Last year, Bianchi opened its own brand store in Bologna’s FICO Eataly World centre, the world’s largest agricultural theme park, producing the “first three-wheeled” Bianchi shopping bike.