Stores & Spaces (159)
Starbucks has launched unbranded stores before, but the new ‘stealth’ unbranded coffee outpost in the flagship Macy’s New York store represents the first Starbucks coffeehouse experience that has been tailored for the specific needs of the store’s shoppers.
Why it matters
It’s a bold move to throw away equity and bury a brand name. Starbucks, however, is using it as an attempt to evolve with consumers. As premium codes change, the things that made Starbucks famous may also make it less interesting. This is an extreme case, but as people increasingly seek novelty, the tried-and-true often needs to change. Short of tossing out all brand equity, what are other ways to push our brands to evolve with consumer taste and still stand for something? How might creating small customised experiences, even for a big brand, show consumers a deeper understanding of the way they live?
Smart is offering a unique cinema experience in Australia. Like a drive-in cinema but their cars are placed inside the movie theatre instead of outside. The idea behind it is to show that as well as being compact on the outside in fact Smart is more spacious inside than thought. So spacious that it will be an enjoyable experience to watch a movie in these cars for 1.5-2 hours.
Twelve of the lower east side of New York’s hottest retailers crossed the pond this month to offer there wares in two pop-up stores in London’s Carnaby Street. All the designers taking part are new to London and include Robert James, Wendy Mink Jewellery and Hairy Mary’s vintage. Tired shoppers were able to stop off at the Big Apple food market and be entertained by various New York- themed events.