Starbucks has chosen a site dear to Spanish soccer/football fans — home team Real Madrid’s Bernabéu Stadium — for its first flagship store in the country. Customers enter the two-level, nearly 10,000-square-foot location through a digital portal that visually narrates the coffee journey from bean to cup, and offerings include a mixology bar where Coffee Masters create imaginative cocktails for tasting sessions.
The store design pays homage to both Starbucks’ original Pike Place store and the energy of Madrid’s San Miguel Market. A curated marketplace on the first floor features custom fixtures and a concierge barista station; the upper floor includes a Reserve Bar, lounges and tasting rooms with views of the stadium’s legendary field.
“This new flagship location at Bernabéu is not just a coffeehouse, it’s a global destination,” said Brady Brewer, CEO of Starbucks International in a statement. “It’s a tribute to our roots, a reflection of Madrid’s creative energy and a symbol of the community connections we aim to build.”
Madrid-based artist Cristine Mejías has designed a bespoke sculpture suspended in the central atrium — an abstract rendition of the Starbucks Siren echoing the stadium’s dynamic curves.
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“This flagship is unlike anything else in Spain,” said Antonio Romero, General Manager of Starbucks Iberia in a statement. “It is a destination that combines exclusive products, innovative design and the unmistakable Starbucks experience.”
Starbucks, operated in Iberia by Alsea, has been in the Spanish market for more than 20 years and now operates 222 stores across 48 cities. In the U.S., Starbucks is planning “uplifts” for 1,000 stores in 2026, designed to make the spaces more welcoming while still maintaining service speed and other KPIs.
