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Italy's rich coffee culture helped shaping Howard Schultz vision for Starbucks. 30+ years later he returns to Italy with a mix of awe and respect for the country and the people that have never stopped inspiring him. Confident of the way Starbucks original idea had developed globally, time has come to introduce its model into the Italian lifestyle. 

Prima developed the idea and the concept, assembled the PR & production team (video and still), selected the locations and settings, curated a selected guest list with the best Italian artisanal entrepreneurs and helped selecting key journalists. The lunch meeting took place in a historical Milanese Palazzo (from the 1500s) with traditional home cooking by the 70 years old family chef.