Food & Drink (183)

A 'grande' Starbucks experience

A 'grande' Starbucks experience

Starbucks has opened its first concept store in Europe. Situated in an old bank building, the 430m2 shop is the largest in Europe and positions itself as a ‘Slow Coffee Theatre’. It sells special coffees offered only at limited times and locations. It will  also feature bands, plays and poetry events.

Why it matters

This is a great example of how a brand offers much more than just its product; it offers a full-blown experience. Also, it plays on the exclusivity factor by making some products available in this location only. How can we let consumers reconnect with our products or services in a unique way to have a real brand experience?

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