SBB railways debuts starbucks' first on-board concept store
SBB railways debuts starbucks' first on-board concept store SBB railways debuts starbucks' first on-board concept store
nov 15, 2013

SBB railways debuts starbucks' first on-board concept store

SBB reinvents the railway experience with starbucks on a train
all images courtesy starbucks




starbucks has recently introduced a new concept store for coffee consumption. the beverage brand has collaborated with swiss railway company SBB to introduce their first commercial shop on a train. the new space has been designed with a focus on comfort and functionality, providing a lounge-like experience for travelers to relax and enjoy their journey on. the car is split between two levels, outfitted with a color palette influenced by coffee shades and tints – from dark roasted brown beans to white steamed milk colorways – and provides seating for 50 people. the exterior of the red and white train facade is branded with the starbucks logo including additional graphic design motifs, such as white icons to represent menu items like espressos and muffins.


the first starbucks train is scheduled to run from geneva airport to st.gallen in switzerland on november 21 at 06:36am.



SBB reinvents the railway experience with starbucks on a train
video courtesy starbucks





‘it was an incredible and rewarding challenge to design our first ever starbucks store on a train,’ explains liz muller, director of concept design for starbucks. ‘we had to combine functionality and beautiful design, whilst taking into account a variety of factors such as constant movement of the train, space limitation and stringent safety regulations. this is one of the smallest espresso bars and stores we have ever designed and is a result of a unique collaboration of experts, including local designers and engineers from SBB.’



the interior boasts a color palette influenced by coffee colorways, from dark roasted brown beans to white steamed milk



each table has its own number to support table service – customers can order from their seats, having drinks delivered



the starbucks service and experience remains consistent from their stores



the space has been designed to provide an lounge-like area for travelers to relax and enjoy their journey



the interior is outfitted with custom leather seating and raw-edge wooden tables



graphic design motifs include white icons to represent menu items including beverages and muffins

  • Very smart and customer friendly idea, well done! It reminds me of a modern diner train. I wish our city stores get this romantic.

    Ben says:
  • Those wooden tables look very strange in this train, I don’t think it fit at all. I understand the desire to make it warmer, but this farmer look…And travelling with a fast food make me sick.
    For cheap price tickets you get a mcdonald ?
    The fairtrade logo on the glass is just way too much, and the big starbuck logo on the outside looks like a promotional event to say come in, it will be free…

    Maxd says:
  • I for one think that the design is really well done. Mind you swiss trains are amongst the best outfitted (and more importantly reliable) trains I have come across.

    @Maxd: I for one like the wooden tables. I think they look much better and more friendly than the standard grey plastic types you have everywhere, including McDonalds – you actually like those? And where does it mention McDonalds? Sure they are branding yet another “space”, but there is a restaurant car in most swiss trains anyways. They don’t have free food or drinks and you can sit in them regardless what kind of ticket you bought. I am not a fan of Starbucks and normally prefer the smaller cafes, but i don’t see how it is worse in this case?? I much prefer a Starbucks coffee to the one they have in the trains now and to at least have the offer of more than a snickers and an uninviting sandwich, I know i’d prefer the food stuff Starbucks makes. Also the food and drink they offer in trains now is not fair trade, so i see it as an improvement.

    armin says:

have something to add? share your thoughts in our comments section below.
all comments are reviewed for the purposes of moderation before publishing.

comments policy
designboom's comment policy guidelines
generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
the correction is at the discretion of the post editor and may not happen immediately.

what if you disagree with what we or another commenter has to say?
let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

- please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
- please don't personally insult the writers or your fellow commenters.
- please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
- please don't include your website or e-mail address in your comments for the purpose of self-promotion.
- please respect jury verdicts and do not discuss offensively on the competition results
(there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
the best 100-200 entries too.)

a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.


a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

design news

keep up with our daily and weekly stories
490,446 subscribers
- see sample
- see sample