Barcelona, May 2, 2026 – Starbucks has officially launched a new cultural project in the Catalan capital, aiming to integrate into Barcelona’s rich cultural pulse. Coinciding with the ‘Gaudí Year’ and the emblematic Sant Jordi celebration, the initiative seeks to foster a unique experience connecting coffee, books, and community.
Starbucks Stores Become Literary Hubs
The project, which began in May and will run until November, transforms Starbucks stores, particularly the Rambla 71 location, into dynamic spaces for literary engagement. The initiative includes a series of free creative writing workshops, focusing on stories born in Barcelona. These workshops will be led by prominent figures in the Catalan cultural scene, such as writer Milena Busquets and journalist Toni Ayala, who will guide participants and share insights into literary creation.
A limited-edition physical collection of the resulting micro-stories, offering a collective perspective on the city, will be published by Plataforma Editorial. This compilation will also be available for free download via the Starbucks Rewards app, emphasizing the participatory nature and community focus of the global initiative.
Literature and Coffee: A Natural Alliance
Starbucks’ connection to literature is deeply rooted, with its name inspired by Herman Melville’s ‘Moby Dick’. This literary heritage is now particularly relevant in Barcelona through a partnership with Plataforma Editorial, a leading independent publisher in Spain. Founded in Barcelona nearly two decades ago, Plataforma Editorial has published over 1,400 titles, establishing itself as a key promoter of reading and emerging talent.
This collaboration underscores both brands’ shared ambition to make literature accessible to new audiences and to create a tangible cultural impact. As part of this, Starbucks is sponsoring the ‘Premio Feel Good 2026’, an award celebrating inspiring stories of optimism and well-being. The winning novel of this tenth edition, ‘A prueba de hervor’ by Alma Sampedro, was a highlight of Sant Jordi, a particularly significant moment for the author.
Expanding Literary Engagement and Digital Offerings
The initiative extends beyond workshops and awards. Starbucks will also offer quarterly literary recommendations accessible in-store via QR codes and through its Starbucks Rewards app. Reader meet-ups with literary popularizers will also be organized, providing opportunities to discuss new releases over coffee. Jordi Nadal, founder of Plataforma Editorial, noted, “Literature has the power to connect people in a unique way. This collaboration is born precisely from that idea: to bring stories into everyday life and share them in vibrant spaces like Starbucks.”
Furthermore, Starbucks is enhancing its digital presence through a collaboration with Nextory, an audiobook platform. Starbucks Rewards users will gain access to recommendations and have the chance to win special experiences, e-readers, and Starbucks x Owala thermoses in a special Sant Jordi raffle via the app.
Sant Jordi Celebrations and Community Commitment
Coinciding with Sant Jordi on April 23, Starbucks reinforced its commitment to the local community by promoting local talent and stories. Its stores hosted special signing events, transforming into showcases for established and emerging literary voices. Authors such as Josep Pont (‘Comer de cine’), Alma Sampedro (‘A prueba de hervor’), Profe Danny (‘Los niños no se educan solos’), Paula Leitón (‘XXL’), Miguel Ángel Jordan (‘Todo lo que Jane Austen me enseñó sobre el amor’), and María Crivillé (‘Estoy aquí’) participated, creating direct connections between authors and readers.
Fernando Albarrán, Marketing Director of Starbucks Iberia, stated, “Barcelona is culture, it is history, and for Starbucks, it is community. With this literary initiative, we want to get closer and be a part of it, creating spaces where coffee and literature become a point of enjoyment and encounter for inspiration, reading, and connection between people.”
A Homage to Gaudí and Year-Round Cultural Engagement
In a nod to the centenary of Antoni Gaudí, Starbucks has incorporated an artistic dimension into the project. This includes a special merchandising collection and the visual transformation of its Barcelona stores with elements inspired by Gaudí’s modernist mosaic technique, ‘trencadís’.
Starbucks aims to solidify its position as a space where culture is experienced in an accessible and everyday manner, inviting residents and visitors to rediscover the city through its stories. This initiative extends beyond Sant Jordi, celebrating the power of literature as a meeting point for people, ideas, and shared moments throughout the year in Starbucks stores across Barcelona.
