Starbucks is launching a concept store inside a double decker Swiss train this month.
The global chain is no stranger to locations that target plane or subway commuters before or after their journey.
Now the coffee icon will take this entrenched strategy one step further by targeting people onboard a moving train.
The fully functional Starbucks is located on a double decker SBB train that runs from Geneva Airport to St Gallen.
It will boast specially designed wood tables and rows of beige leather seating for up to 50 people.
The store will also feature floor waitstaff: a service tactic not currently used by Starbucks’ other retail stores.
The rectangular flagship, which fits along the train’s side with space for the corridor, has three different seating arrangements.
“We wanted to offer [travellers] the ability to choose,” said Liz Muller, director of concept design for Starbucks, in press interviews.
“If your journey is short, you might choose to sit at the bar window. But having a small community table creates the opportunity to use a laptop or have lunch.
“We wanted to make sure it feels like a club and that you could see a person across the room, so the train feels more spacious.”