Princi is an iconic Milanese bakery expanding its reach into America. Its initial footholds were in Starbucks Reserve Roasteries and stores. The first stand-alone store, located in Seattle, offered unique brand storytelling opportunities: a wall of “Princi-isms” coasters gives customers a vibrant, sharable education in Italian food, drink, and lifestyle, while Rocco Princi’s own story is now a tearaway souvenir (the copy is also engraved on a bronze plaque beneath). The brand is finding its creative north star, balancing revered tradition with punchy whimsy.