Designers Rethink Starbucks

Business has been rough for Starbucks lately. Everyone knows the chain has announced the closing of 600 stores this year. But it’s 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 ]