It appears to be a reversal of a trend that has been the way many brands have expanded globally over the last decade. Starbucks Coffee has just opened the first of its stores to have been given a new 'local theme' makeover. The concept of making all stores carrying its name unique in some way is the brainchild of the coffee giant’s in-house design team.
The new design concept for the Starbucks store in Conduit Street, for example, is based on the local theme of loft living in the capital. Apparently it will be light and spacious, giving off a contemporary feel
which reflects the surrounding area. It also has a newly designed
counter which Starbucks hopes will be more conducive to conversations
between those serving the coffee and those drinking it. Cosey.
The idea behind the new design of the W1 store is to be rolled out across the country. When stores need a refit or to be decorated the company’s designers will now move in to come up with new themes and concepts that they feel will best match the stores to the surrounding area. It is also intended that the boutique style of design will work in Starbucks coffee outlets around the globe.
Like the coffee, this 'local theme' approach is both stimulating and going to be expensive. It's a big gamble and we are interested to see how 'local' these stores will be. The W1 store concept of 'Loft Living' is very generic and could be easily adapted as the 'local theme' in dozens of cities across Europe.