Experience design at Starbucks: from global brand management to local spatial experiences

Amani Alaali, Irini Pitsaki

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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Abstract

This study explores the question: Within the context of global brands management and the need for integrating local identities, how does Starbucks achieve global consistency and meaningfully localised experiences? Through a review of literature and a series of interviews with store designers, design managers and brand concept experts at Starbucks, we compiled the most commonly applied branding and design methods, with an emphasis on the locally relevant spatial experiences the global brand delivers. Moreover, we set out to classify our findings in a way that can assist other brand and experience design teams in overcoming shard challenges. Our findings focus on the management of the grounding brand concept, as well as operations and real estate teams. Through presenting some tools, manuals, guidelines and sample checklists, we suggest that store design teams in different locations can build strong, locally relevant spatial experiences that tie in successfully with the brand’s global principles.
Original languageEnglish
Title of host publicationResearch Perspectives In the era of Transformations
PublisherAcademy for Design Innovation Management
Pages893–907
Number of pages15
ISBN (Electronic)9781912769018
DOIs
Publication statusPublished - 4 Nov 2019

Publication series

NameConference Proceedings of the Academy for Design Innovation Management
Number1
Volume2
ISSN (Electronic)2632004-5

Keywords

  • Starbucks
  • spatial experience design
  • Global Branding
  • Local Branding
  • Experience Design
  • Identity

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    Alaali, A., & Pitsaki, I. (2019). Experience design at Starbucks: from global brand management to local spatial experiences. In Research Perspectives In the era of Transformations (pp. 893–907). (Conference Proceedings of the Academy for Design Innovation Management; Vol. 2, No. 1). Academy for Design Innovation Management. https://doi.org/10.33114/adim.2019.02.305