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?
Ebarrito is a 100% organic shop that believes “green is the new black”. The stores, including display units and lighting, are all completely made of cardboard. Plus, everything is made locally in Italy, avoiding the impact of transporting and moving raw materials.
The Dutch auto association (ANWB) will be touring around the autoroute de soleil (the main transport route) and at rest stops this summer. It will be a mobile service providing assistance like tire checks and traffic updates but also selling items like sun block and their own maps and travel guides.