DraftFcb

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?

Experience
Netherlands
Food & Drink
  • home_top_nav_list
  • home_top_nav_list
  • home_top_nav_list
  • left_menu_category
  • most_viewed

Related articles

Couture cereal: the rise of online pick 'n' mix

Mymuesli is a web-based company that allows consumers to custom-mix cereal online and order it delivered direct to their door. Customers compile their dream muesli from 70 organic ingredients. 

Austria
Significance
Food & Drink
 
Got your vit kit?

VitaminWater has collaborated with the famous graffiti artist and night hipster André to design a VitaminWater kit. Contained within a denim bag are 3 bottles of VitaminWater, a lipgloss, a calendar and a felt-tip pen. It is sold in limited edition at the trendy concept store Colette in Paris as an answer to the struggle of people on-the-go to stay hydrated.

France
One World
Food & Drink