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?
The hairdressing chain Jacques Dessange has opened a new concept salon in Paris which is fully equipped with the latest technology. Customers can therefore watch DVDs on mini plasma screens incorporated into mirrors or listen to their CDs played in privates boxes.
Happy Hippo is an organic store that is laid out according to 6 different types of healthy eating consumer. The categories HIP, HEALTHY, HURRY, HIPPIE, HUNGRY and HOT are arranged by food types and by their level of ethical importance.