A couple of weeks ago, there was a lot of buzz generated by the news that Starbucks was looking to explore new store layouts and designs and even considering dropping the brand name from certain locations. The plan is to create new environments that will try to re-explore the spirit of a traditional coffeehouse including the sale of wine and beer plus playing host to live music and poetry readings.
Last Friday, the Seattle based corporation opened 15th Avenue E Coffee and Tea – the first of these ’stealth stores’. Our PSFK spy got herself down to the cafe “inspired by Starbucks” and snapped some of these photos on her phone.
The look is vastly different from the the brand’s standard. 15th Avenue E Coffee and Tea has a rustic but modern mix of wood and tin plus a celebration of coffee beans and tea leaves. Espressos will be made using a manual machine. If you didn’t know it was Starbucks, you’d think you found a hidden neighborhood gem. And once you know it is Starbucks you have to give the brand a lot of kudos for giving their cafe experience a much needed jolt of caffeine.
Click through the image gallery for more shots.
UPDATE: Interview With The Designer Of 15th Avenue E on PSFK here.
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As I read on-line via the Seattle newspaper, this shop was so much “inspired by Starbucks” as by the cafe/restaurant NEXT DOOR called “Smiths”. All the design cues were apparently lifted from Smiths including the unique color of the paint they used! Starbucks “designers” even had the gall to ask Smith’s owner where she got her retracting window shades. So, “Inspired by Next Door” would be a more appropriate slogan.
July 29th, 2009 at 3:56 am
Well, Jerry – we’ll look into that. We have an interview with the designer later today. Keep an eye out for it on PSFK.
July 29th, 2009 at 7:51 am
Another perspective from a HBR writer on the insincerity of this venture (http://seattletimes.nwsource.com/html/coffeecity/2009553976_harvard_business_publishing_wh.html).
If what SBUX is going for with the 15th Avenue is to differentiate it from Starbucks’ “commoditized experience”, I don’t know why they couldn’t just call it a Starbuck’s or a play on that name – and put this new design/skin/menu on it. If they’re courting the “down with the man, anti-Globalization and corporate greed” crowd, an “inspired by Starbucks” disclaimer on the front window probably isn’t going to cut it. Particularly not when there’s a true independent concept next door.
July 29th, 2009 at 10:54 am
This is Starbucks “Jumping the Shark”..
July 29th, 2009 at 11:28 am
Out with squares and rectangles, in with (big) round tables to bring about a real sense of community…
July 29th, 2009 at 12:29 pm
“Inspired by Starbucks” and also owned and operated by Starbucks, yet they won’t punch your Starbucks card. It’s also directly ‘inspired’ by the restaurant next door, whose look it intentionally copied, and by the indie coffee shops in neighborhood. Starbucks actually sent executives with clipboards around the neighborhood to take notes. Talk about out of touch! In my opinion, Starbucks should concentrate on doing what it does best, and what they drove the brand to become – the McDonald’s of coffee.
July 29th, 2009 at 12:53 pm
Wow, looks ALOT like the cafes from Alterra Coffee roasters, here in Milwaukee, but still not quite as warm feeling and cosmopolitan.
July 29th, 2009 at 1:37 pm
I totally agree with the sentiment that the “designers” ripped off the neighboring coffee shops. It’s so obvious and atrocious. Looking at these pictures, it’s like you’re standing at the dive bar down the street, then turn around and see the coffee shop on the next block, then take two steps to visit the tea house on Pine St. It’s all obvious. The only people who think this is a good idea don’t live in Seattle.
I like how Starbucks trashed their brand so badly that they need to start fresh with a semi-covert project. There are a lot of good, smart people who work there, so it’s really surprising that they can’t come up with any better ideas than this. Burnt coffee has its limits, obviously.
On the design/advertising side, shame on Starbucks. They totally ripped off everything in that store. Why not mimic a successful coffee house in Minneapolis and stage it in Seattle? Why not do something new instead of obviously biting the style of businesses within a mile of the premier location? You’d think that the most powerful coffee corporation would have a better staff of concept people. Shame shame shame.
A funny angle on the random rustic look of the new FakeBucks is the knowledge that SB can go from a raw site to a fully-operational store in less than 60 days. The implementation of furniture, equipment, staffing, etc is a well-oiled machine. The devil’s advocate side of me would love to see this seemingly slipshod design implemented all over the country with the same ramp-up. It would prove that this “prototype” was actually a Starbucks-scaled effort to genericize the pseudo-thrift-store approach they took when they stole their ideas from neighboring businesses.
I’d love to see follow-up posts on the inevitable graffiti and Starbucks’ limp-wristed response.
July 29th, 2009 at 1:42 pm
What a moderate improvement. Now, instead of feeling like you’ve walked onto the slatternly set of Friends (to be fair, perhaps a set “inspired by Friends”), I’ll feel like I’m walking into my frowzy spinster aunt’s house. But I kid–it really is a moderate improvement.
I actually went to a Starbucks recently at Los Angeles’ Staples Center that I thought was a bit more than a moderate improvement, designwise.
July 29th, 2009 at 1:44 pm
@Dan: Alterra! My favorite coffee shop in America, probably. I was there for a conference recently and fell in love with the place.
July 29th, 2009 at 1:51 pm
So, this comment discussion makes me feel like you’re damned if you try and you’re damned if you don’t, hey guys?
Regarding the rip off of local stores argument. Read the interview with the designer tomorrow on PSFK as she responds to your point.
July 29th, 2009 at 2:04 pm
In the late 90’s early 00’s Starbucks had a similar concept in the SOMA neighborhood of San Francisco called Circadia, complete with sofas for lounging and music events. It eventually was converted into a Starbucks, much to my dismay. Interesting that they are re-trying multiple formats…
July 29th, 2009 at 2:07 pm
not a fan of corporate disguising itself as independent.
July 29th, 2009 at 2:32 pm
As someone who’s lived just off 15th Ave since the mid-’90s, the real irony here is that this Starbucks was actually the first contemporary coffee shop to show up on 15th Avenue. Before neighborhood cafes like Victrola, Ladro, or Remedy Teas … there was this Starbucks.
A bit more neighborhood context: this location is a half-block north of a large hospital. I always assumed that part of the success of the 15th Ave Starbucks was that it catered to hospital visitors and employees who weren’t looking for a neighborhood experience or wifi or hip music — they just needed a quick cup of familiar coffee before heading back to work or to tend to a sick family member.
Therefore, it’s surprised me to see Starbucks transform the space this way. I’d always assumed the familiarity of the green Starbucks brand was the only thing that kept them in business!
From a branding/pr perspective, I’m totally intrigued by Starbucks efforts to transform themselves. I’m dubious that it will succeed … but it’s still a pretty fascinating exercise in branding to observe.
July 29th, 2009 at 3:37 pm
The pictures look great. I would love to visit the new store. I don’t particularly like SB coffee, but I like the environment. This new layout seems more comfortable and relaxed yet trendy. I’ve read a couple case studies on SB, and it seems it’s just going through growth stages like any other company. Hopefully the company only tries a sample of these new stores in a few key markets to see if this change is a good business decision (and drives real growth).
I think the company’s having a difficult time capturing a loyal, niche market (especially with people spending less money). On the other hand, work is more stressful, people have less time for personal interactions, and they are looking for little ways to get more personal time/indulgences. Making Starbucks more comfy and approachable may increase foot traffic and increase revenues, but SB must build a compelling case for people to visit.
There was an earlier comment about SB being the McD’s of coffee. That’s true…SB’s strategy is definitely real estate. McD’s has their famous fries, predictability of food, and quick service to keep them ahead of the competition. SB has a different target market (much more focused than McD’s), and I think they’re trying to reach too big of a market. We’ll see soon enough.
D. Robinson
http://www.careercougar.com
July 29th, 2009 at 9:18 pm
Here are a few more pictures from my expedition to the cafe
http://missingfeature.com/post/149297148/15th-ave-coffee
July 30th, 2009 at 5:20 am
Guys,
Interview with the designer can be found here.
http://www.psfk.com/2009/07/interview-with-starbucks-designer-liz-muller-creator-of-15th-avenue-e.html
She answers the question about where they got their inspiration from.
July 30th, 2009 at 7:59 am
What about a “pop-up cafe” inspired by LIKEMIND with stores in 50+ cities around the globe…
July 30th, 2009 at 4:47 pm
Don’t know about the vernacular rip-off stuff, as I don’t live there, but I’d simply call it Corporate but with Good Taste. As far as the company-with-a-conscience bit, they’ve been all over that for ages. I for one am happy to see a mega-corporation that gets branding, does good design, and raises the bar for others like them. Now, about those nasty coffee confections….
July 31st, 2009 at 10:41 am
How ironic. So, is Starbucks finally listening to all those who lament the disappearance of the indie coffee shops thanks to them? Trying to replicate the uniqueness they single-handedly helped wipe out? The gall.
August 2nd, 2009 at 5:18 am
Bereft of truly creative ideas, Corporate juggernaut rebrands itself as “indie”. Howard has got to go!
August 11th, 2009 at 10:31 pm