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  • Writer's pictureStudio NA

Starbucks: The chameleon of the retail industry

Starbucks is a chameleon. It is possible that it is the most changeable retailer in history, with more different formats, and more "non-scripted" interior designs in the industry. We have seen Starbucks in trains, we have seen them in palaces, and in container stores, and we have seen them in lands so far removed from the world, on the edge of cliffs, and in London alleys, disappeared in the mist, and in Chinese gardens. Starbucks is a place where supposedly coffee is sold, but in reality, it's various things put together. We've seen so many versions of Starbucks, but they all inhabit the same Starbucks spirit, that extension of our living rooms.

Starbucks is the slowest and most social retailer we have ever known, now that socializing had changed in the face of COVID, this presents a new challenge for the core of the Starbucks ethos. Tribe membership and socialization are at the core of Starbucks, this slower pace of retail design is what has helped Starbucks build a franchise that wants you to stay, socialize and work. Those who based their strategy on the quiet time that passes between your cup with your name, the steam from the coffee and your free internet connection. Sofas, and people like you, close to you. Now Starbucks explores the "third space" of the multi-functional and flexible office in Mainland China. We have already seen very similar formats in this regard from those in Seattle, but this is perhaps the most brilliant model in this regard. This store, open in China, aims to meet the current needs of people for multi-functional and flexible office and social business spaces. Here, customers can work or have a meeting in an exclusive private space, while enjoying the informal and comfortable atmosphere and the unique coffee experience that Starbucks offers.

The store has almost 100 seats. The division and distribution of the space is very different from other stores. It is divided into four areas: private meeting rooms for a fee, semi-open office areas for one person, sofa areas for concentrated discussions and leisure areas for short stays. There is also a private meeting wing for a fee. Three negotiation rooms for 4 people and a meeting room for 8 people. Clients must reserve the meeting space they need in the app in advance; After arriving at the store, they can directly open and use the meeting room by scanning the code.

This is just the beginning of new interior retail design trends adapting to our new normality, still looking to connect face to face and give people a sense of security and and connection.

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