在米兰的惊喜发现
After visiting CERSAIE in Bologna for the full 5 days (Four Days to the Fair and one to Sassuolo to see the Design Studios and The Verona Stone Fair) I suggested our team to go to Milan on the weekend to see The Fashion Square and Brera District where we could see what the most popular high end brands were doing in respect to decoration and design.
在满满五天的博洛尼亚CERSAIE观展之后(四天去展会,一天去萨索洛拜访设计公司以及维罗纳石材展),我建议我们的团队周末到米兰的时尚广场和布雷拉区去,在那里我们可以看到最流行的高端品牌在装饰和设计上正做些什么。
So we spent the weekend in Milan before heading back home to Foshan from Rome a couple of days later on Monday. I was in Milan just a couple of months ago in the month of July and I really liked what I saw and thought it would be nice to have our team come to this city to see and learn from the best brands in the world.
所以我们在周一从罗马飞回佛山之前,在米兰度过了周末。我在两个月前也就是七月份刚来过米兰,我真的非常喜欢自己所见到的,所以我认为能够让我们的团队来到这个城市看看这些世界上最好的品牌并从中学习是一件很好的事。
When we were in CERSAIE once again I noticed how important it is teamwork in order to get the best out of the fair. I personally took about 1500 pictures of what I thought were the most important things regarding product, color, sizes, finishes, decoration, applications or design in general. But when I started checking the pictures my colleges took during the fair I was very surprised to see many good ones from a completely different angle or point of view. I also noticed many things that probably I saw but missed picturing them and I was happy to see that our people got those images. Teamwork is essential and it is impossible by a single person to get a good general picture and summary of the fair.
当我们在CERSAIE的时候,再一次我意识到想要最大限度利用好展会,团队工作有多重要。我个人在展会上拍了大约1500张我认为最好的照片,涉及到产品、颜色、规格、表面处理、装饰、产品应用或者说总体的设计。但是当我查看同事们在展会期间拍到的照片时,我很惊讶地看到了很多不同角度或者观点的好照片。我同样发现了一些当时我可能看到却没有拍下来的东西,很高兴我们的同事把它们拍下来了。团队工作是必不可少的,想靠一个人获得对展会好的总体照片并对其进行总结是不可能的。
Anyway, when we were in Milan one person of our team suggested going to a new very special place in Milan City that just opened recently: THE STARBUCKS RESERVE AND ROASTERY. At first I was not really interested in going to be honest with you but our people from China insisted. It seemed to me that it was more of a curiosity thing to go than anything else. I have been to dozens of different Starbucks in many places in USA and other countries, so why going to this one was so special? Why the interest? Why the insistence?
好吧,当我们在米兰的时候,团队的一员建议去米兰一个刚刚开业非常特别的地方:THE STARBUCKS RESERVE AND ROASTERY(星巴克臻选烘培工坊)。老实说,最开始我不是很有兴趣,只是我们中国的同事在坚持。在我看来这只是一个好奇之举罢了。我曾经去过美国和其它国家很多地方各种不同的星巴克,所以为什么去这一家会如此特别呢?为什么这么有兴趣?为什么要坚持?
Well the answer was pretty obvious: While Starbucks have presence in more than 40 to 50 countries there has been always a strange exception: Italy! Howard Shultz the owner and founder of Starbucks was inspired in the Italian coffee shops and dreamed back then what the coffee shop should be in The USA and later expanded to many other countries. But Starbucks was always hesitant to go and open in Italy and step on any toes of the arguable coffee mecca of the world, but finally they did open and to my surprise it just opened in early September just 3 weeks ago, so going to this place and the first ever opened Starbucks Coffee Shop in Italy was some sort of a unique experience.
好吧答案非常明显:当星巴克在全球四五十个国家都亮相之后还有一个奇怪的例外:意大利!星巴克的拥有者和创始人霍华德·舒尔茨当时被意大利咖啡店激发了灵感,梦想着在美国开一家这样的咖啡店,稍后星巴克扩张到了很多其它国家。但是星巴克并没有把握在意大利这个世界咖啡麦加开店,对此一直是犹豫不定的。最终它们还是这样做了,而且让我惊讶的是它在三个礼拜前也就是九月初才开张的,所以去到意大利首家星巴克咖啡店可以说是有些独特的经历。
To my surprise I realized that this was only the third store of its kind under the Starbucks Reserve name opened in the world the first two being open in Seattle, Washington USA and the other one in Shanghai, China. When we headed down to the store which by the way is just a short two blocks from the Milan Famous Cathedral pand the Duomo I saw a waiting line of about 100-150 people waiting to get in. I asked myself; Are you kidding me? How can this be? How can this happen? We are at the coffee capital of the world and there are all these people waiting to get in? To my surprise most of the people were not Chinese they were local people and foreigners of many other countries like Germany, United Kingdom, France, Spain, USA, and China among others. Honestly I was not going to wait in line one or two hours but one of the ladies from our team checked and she said that the wait was only about 20 minutes. So we waited in line to get in and we did in that time more or less.
让我惊讶的是,这仅仅是全球第三家星巴克臻选烘培工坊,前面两家分别位于美国华盛顿州的西雅图市和中国的上海。在我们往这家店走时我看到大概有100-150人在排队准备进店,顺便说一句,它离米兰有名的米兰大教堂只有两个街区之隔。我问自己:这是开玩笑吧?这怎么可能?怎么会发生这种事情?我们身处世界咖啡之都,居然有这么多人排队等待?让我惊讶的是大部分人都不是中国人,他们大多是意大利本地人,以及来自像德国、英国、西班牙、法国、美国的外国人,当然还有一些中国和其它国家的人。说句实话,我是不会为此排个一到两个小时队的,但是我们团队有位女士询问了一下说只需等20分钟,所以我们就排队了然后和预计时间差不多就排到了。
Starbucks went BIG in designing this store. It could have not been any other way. First the building, the new shop is located at the old post office building and as you can imagine it is beautiful outside and huge inside. It is almost 3000 square meters inside. It is simply stunning and unlike anything I have ever seen before. It is fancy, extravagant and simply incredible. It opened its doors on September 6 and it is simply straight out of our wildest coffee dreams. It has multiple coffee bars inside and a cocktail bar on an open second floor, it has a coffee roasting equipment, mosaic flooring similar to terrazzo, a wood firing oven and absolutely gorgeous marble countertops the bathrooms are also incredible and the external patio terrace in the front of the store is beautiful and very inviting. And I also almost forgot to mention about the food; pizza is also on the menu! Being able to go there was totally worth it, we spend there a couple of hours and time went flying. We took hundreds of pictures and videos just like many of the people inside and also tried their coffee and some snacks.
星巴克在这个店的设计上下了大功夫。应该不会有其它更好的方式了。首先是建筑,新的店面位于一个老的邮局建筑里,正如你可以想象的一样,外面很漂亮、里面很大有将近3000平方米。这是我从所未见的,令人惊艳,充满想象,奢华,不可思议。它于9月6日开业,突破了我们哪怕最狂野的咖啡梦想。它有多个咖啡吧台,开放的二楼还有一个鸡尾酒吧,它有咖啡烘烤设备,像水磨石的马赛克地板,一个木制的烤炉以及绝对称得上华丽的大理石台面,卫生间同样精致异常,店面前面的露台花园很漂亮,引人驻足。我还差点忘了提到食物:披萨也在菜单之上!能够去到那里真是太值得了,我们在那里待了好几个小时,时间飞逝。就像大部分身处其中的人们所做的一样,我们拍了好几百张照片和很多视频,还品尝了那里的咖啡和小吃。
The opening of this first Starbucks in Italy has been a huge hit so far with thousands of customers taking pictures and enjoying the coffee and the atmosphere of this incredible place.
意大利第一家星巴克的开业到目前为止都是一个巨大的轰动,数以千计的客户来到这里拍照,享受这里的咖啡以及这个让人不可思议的地方的氛围。
Howard Shultz got the idea in Italy some 35 years ago and after opening thousands of coffee shops around the world, now comes full circle back to Italy and the place he loved and inspired him to open his business in the United States.
霍华德.舒尔茨35年前在意大利激发了这个想法,稍后在全球开了数以千计的咖啡店,兜了一个大圈之后,回到了意大利这个他深爱着并且激发他在美国开创事业的灵感的地方。
Who would have ever thought 10 years ago that the Americans would come to Italy to show them how to sell coffee? It is amazing and an incredible story to tell and see with your own eyes. Starbucks came with great respect at the right time in a humbled way to bring their very best and unique experience to their Italian and world tourist customers and enjoy what it is Starbucks at its best.
谁在10年前能想到美国人会来到意大利向意大利人展示如何销售咖啡呢?这是一个令人惊叹、不可思议的故事。星巴克带着满满的敬意在合适的时间以一种谦卑的方式,带给意大利人以及全球的游客最好最独特的体验,让他们享受到最好的星巴克。
To be able to do something like this is putting into context it would be like if the Germans come to Italy to show them how to make pizza or if the Chinese go to Paris to show them how to do fashion. It is simply amazing what the American Chain has been able to do and a great example for any other businesses of any industry of what you can be able to do.
有能力做到像这样的事情是值得被写入教材的,它就像德国人来意大利向他们展示如何制作披萨,或者中国人去巴黎教他们什么是时尚一样。美国的连锁商业巨头做到了,这是一个了不起的榜样,鼓舞无论从前任何行业、任何生意的你们来说也有可能做到。
Would it be credible to say that we will have in China in the years to come a New CERSAIE? Or will the Chinese Brands be able to become a reference in the world and not only the Italian Brands? I believe it is possible and in the very near future and not 20 to 30 years away…
我们说你会相信在接下来几年里中国会有一个新的CERSAIE吗?或者中国品牌有能力在意大利品牌之外成为一个世界的典范吗?我相信这是有可能的,并且是在不久的将来,而不是20到30年之后。
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