Business has been rough for Starbucks lately. Everyone knows the chain has announced the closing of 600 stores this year. But as is often the case that when things are down, its the best time for a radical rethink. Get back to basics and try a fresh approach. That’s what Architect Magazine challenged five design teams recently to do. Reinvent Starbucks.
The US based teams participating were: designLAB – Boston, Pentagram Architects – New York, William E. Massie/Cranbrook Academy of Art – Bloomfield Hills, Michigan, Studio Works – Los Angeles, and STUDIOS architecture – New York. Each took a look at improving both the design and focusing the business model.
Most of the proposals created distinct spaces for customers who where either looking for fast service or those seeking a slow, lounging experience. Studio Works proposed stretching the order counter all the way to the sidewalk so orders can be placed right from the street. STUDIOS architecture created a 60-foot long communal table that becomes the core of each store. The table can be configured for multiple functions and aims to create a shared experience something like a community kitchen.
Pentagram went a step further and even suggested a new name. The brand would be called ‘*$’ (that’s not a typo, it reads star-buck) The team scrapped the ‘homely’ casual look of the current stores in favor for a sleek open interior. The offer is meant to be pared down and well executed. In their words, ‘out with the bric-a-brac’.
[ via archinect ]
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My thoughts:
Is a redesign smart? Sure. People will flock in to see the new drastic change but your service better be great. What’s the plan for your loyal customers who will need to go elsewhere while the store is under construction. If the redesign doesn’t spark better service- they wasted a lot of money.
There needs to be two outdoor windows, one for ordering and another for delivery. They use this system now- we order then huddle together in a crowded corner waiting for our names to be called (which in my case is hardly ever pronounced correctly).
I hope they plan to buy outdoor space heaters for winter weather.
Socially responsible? Great they harvest fair-trade but what about the waste they generate. I can only imagine the total number of pounds of coffee grounds that 14,000 stores create. This could be excellent compost for any number of natural/organic farms.
No cups/mug for sale in store? These are the perfect gift for the co-worker I forgot about during Christmas time.
How about an automated purchase line? I just want regular coffee and I’m in a rush. Give me a cup and I’ll pour it myself.
Pay your employees more. At one point *$’s was making a ton of money- what did the young dedicated employee get for all their hard work? Probably an asshole mid-level manager who made them sit through an annoying service presentation. Now their grumpy, annoyed, insulted and making the store service worse.
July 25th, 2008 at 11:08 am