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?
Adidas is premiering a touch-screen storefront window that allows passers-by to shop without entering. The window displays real-size products and allows the shopper to drop the wanted items into a virtual shopping bag that will appear on their phone. The shopper only has to visit a URL through their smartphone and type a PIN once for the phone to stay synched with the window. It is also possible to save products for immediate purchase and share them with friends through social media or email.
Since the beginning of the year, young couples can fulfill their dream to marry in their local McDonald’s restaurant in Hong Kong. The fast food chain offers nuptial packages that, among other party favors, include a giant apple pie wedding cake and a‘feast’ of McDonald’s catering.