The Starbucks store located at Avenida de la Constitución, 36, will be the meeting point where customers can challenge three expert players from the Seville Delegation of the Andalusian Chess Federation, known as "los Hombres de Rojo" (the Red Men). Games will last a maximum of 15 minutes.
To participate in this experience, taking place between 2:00 PM and 9:00 PM, attendees must order a beverage. With their order, they will receive a red token granting access to the game queue. The objective is to foster face-to-face interaction and shared time, moving away from screens.
“"We want our stores to continue being places where people can discover new ways to connect with each other. With this initiative alongside MilfShakes, we take that commitment a step further, creating an experience that combines leisure, conversation, and contemporary culture to offer something increasingly valuable: shared time."
Winners of these rapid games will have the chance to win one of the 30 Starbucks x MilfShakes chess sets, a limited edition designed and manufactured in Spain. The pieces merge iconic elements from both brands, such as Starbucks' siren and MilfShakes' "Milfo," and incorporate corporate colors along with a leather case.
This activation, which has already generated anticipation in Barcelona, arrives in Seville, a city with a notable chess tradition and host of the International Chess Open City of Seville. The initiative is part of a tour that will also include Zaragoza, Valencia, A Coruña, and Madrid.
The proposal aims to promote in-person, quality leisure, aligning with Generation Z's interest in socializing in person and disconnecting from digital life, according to a Generative Realities study. Starbucks thus intends to transform one of its emblematic stores into a space for human connection around chess and coffee.
