orange22 starbucks project part 02: design approach

PRESENTATION 02_05.01.2008

ORANGE 22 DESIGN LAB LLC125 west 4th street studio 102

los Angeles ca 90013

213.972.9922 main

213.972.9923 fax

www.orange22.com

PROJECT RE-IGNITE

TABLE OF CONTENTS

1. RECAP2. MODULAR SYSTEM3. KIT OF PARTS4. SIGNATURE5. MY STARBUCKS6. ON THE GO (DRIVE THRU)

SOUTHERN CALIFORNIA RESOURCE GUIDE

3ORANGE22 DESIGN LAB

From our observations we strongly feel that Starbucks can not be all things to all people. The current Starbucks retail-design approach goes against the ideals and fundamentals of “community.”

You are simply too big.

You need to be perceived as smaller.

We have asked questions to see how the store brand aligns with the Starbucks Brand Values. We believe the answers to our questions empower us to create new parameters that will inform and assist the Starbucks Design Partners in radically transforming the Starbucks customer experience into one that is more community-centric and authentic.


Our Proposal:We would like to design 3 different spaces. Each space catering to the unique demands of our 3 Los Angeles customer profiles.

We define these 3 design directions as:

1. For the Tourists - Starbucks Signature 2. For the Locals - My Starbucks3. For the Commuters - Starbucks On The Go (Drive Thru)


Signature My Starbucks On The Go

Three Design Directions

Size Potential: Medium •

Locations: Residential Communities •

Brand Attributes / Value: Comfort, •

Community, Local Relevance, Fun,

Reaffirmation

Our Goal: To design a space that’s •

about the customer and their specific

neighborhood to have local relevance.

Size Potential: Small •

Locations: Key commuter patterns •

Brand Attributes / Value: Efficient, •

Powerful, Ah-ha moment, Discovery

Our Goal: To design a space that tells •

the SB story over many visits in short

bursts of 5 min intervals.

Size Potential: Large •

Locations: Key tourist destinations •

Brand Attributes / Value: The humanistic •

Starbucks, Global Relevance, Mission

Our Goal: To design a space that teaches •

customers how coffee is made, where it

comes from and bring them behind the

scenes to learn about how Starbucks was

founded and its long term vision & goals.


Now that we have defined our customers: 1. What are their needs and expectations?

2. How do we satisfy these needs in the physical space?

3. How do we tell an authentic Starbucks story within the number of visits and length of stay that we have with our customer?


We believe the answers to these questions start with a system that allows for modularity and flexibility resulting in long term sustainability.

Modularity + Flexibility = Sustainability

Based on the functional needs of our customers, we have developed a ‘Kit of Parts’. These ‘Parts’ can be combined in a variety of ways to create a multitude of different spatial experiences.

OPPORTUNITY


Modular System

Metal Framework Cladding Framework + Cladding

OPPORTUNITY


Flexibility

Modular System allows for multiple variations

Signature My Starbucks On The Go


FURNITURE • FIXTURES • EQUIPMENTKit of Parts

Laptop Table - One Top

Barista Expo Bar Lounge Chair & Ottoman

Express Drip Coffee Station

Coffee Bean Display

Laptop Table - Two Top

Mobile Coffee Bar Planter Condiments Tea Display

Community Table & Workstation

Bench w/planter Privacy Screen Recycle Bin Merchandise Display Fixture

Solar Charging Station - Awning

End Table Community Fireplace Community Wall Messaging DisplaySystem

Solar Charging Station - Umbrella

Bar Table & Stools Demonstration Roaster

Kids Area Travel Center

Key Functions


Mobile laptop desk for one •

person.

V-shaped channel holds books •

and plugin modules for power

ports & cupholders

Hooks for hanging backpack or •

bag.

KIT OF PARTS • FURNITURELaptop Table - One Top

Key Functions


Bar height laptop desk for two •

people.



ports & cupholders

Hooks for hanging backpack, •

bags or jacket.

KIT OF PARTS • FURNITURELaptop Table - Two Top

Key Functions


Bar height laptop table that •

seats 4-6 people.



ports & cupholders

Hooks for hanging backpack, •

bags or jacket.

Place two or three tables •

together to create a comunity

great table.

KIT OF PARTS • FURNITURECommunity Table & Workstation

Key Functions


KIT OF PARTS • FURNITURE

Attached to the awning are •

powerful solar power generators

designed to charge virtually all

handheld electronics.

Power receptacles attach to the •

awning on a track and drop from

above allowing customers to plug

in from a variety of positions

below.

Solar panels are moveable to •

adjust to lighting conditions.

Solar panels also provide shading •

to customers below.

Solar Charging Station - Awning

Renewable Energy Powered by the Sun

Key Functions


Modify existing Starbucks •

umbrella with flexible solar

panels.

Umbrella slots into custom •

table fixture with power ports in

middle of table top.

The Solar power generators can •

charge virtually all handheld

electronics.

Solar panels are flexible allowing •

partners to take down and store

indoors after hours.

Umbrella also functions as a •

shading device to customers

below.

KIT OF PARTS • FURNITURESolar Charging Station - Umbrella

Renewable Energy Powered by the Sun

Key Functions


To allow customers to sit •

and watch the coffee making

process.

A place to sit and wait for their •

drink.

Create a setting similar to a •

friendly ‘Bartender’.

KIT OF PARTS • FURNITUREBarista Expo Bar

Key Functions


Mobile cart for serving coffee •

outdoors or on the street.

Could be used for hosting events.•

Lockable shelving for storing •

goods and equipment.

KIT OF PARTS • FURNITUREMobile Coffee Bar

Key Functions


Custom outdoor bench made •

from recycled freeway aggregate.

Built in planter.•

Moveable and flexible table •

surface for working on a laptop

or to use as an end table.

KIT OF PARTS • FURNITUREBench w/planter

Made from Recycled Freeway Aggregate

Key Functions


Custom outdoor/indoor end table.•

Moveable and flexible table •

surface for working on a laptop

or to use as seating.

KIT OF PARTS • FURNITUREEnd Table

Key Functions


Custom bar height table and •

stools.

Lightweight and easily moveable.•

Table has wheel for moving.•

Bar Table & Stools KIT OF PARTS • FURNITURE

Key Functions


Comfortable indoor/outdoor •

lounge seating.

Bent plywood construction allows •

for stacking. Cushions can be

removed and stowed after hours.

Lounge Chair & Ottoman KIT OF PARTS • FURNITURE

Key Functions


Modular planters.•

Made from recycled freeway •

aggregate (asphalt & concrete)

Can be stacked to form a wall or •

screen.

KIT OF PARTS • FURNITURELiving Wall/ Modular Planter

Made from Recycled Freeway Aggregate

Key Functions


Half inch tubes bundled •

together at base to form a semi-

transparent screen or barrier.

Tubes made from recycled water •

bottles.

Multiple screens can be placed •

together to create a wall.

Base made of recycled concrete•

KIT OF PARTS • FURNITUREPrivacy Screen

Made from Recycled water bottles

Key Functions


Fueled by clean-burning, •

renewable, denatured alcohol.

No flue, piping, conduit or

ventilation necessary.

Fireplace is moveable for •

maximum flexibility.

Bench seating around fireplace •

for gathering.

KIT OF PARTS • FURNITURECommunity Fireplace

Fireplace uses clean burning denatured alcohol.

Key Functions


A personable ‘black apron’ •

employee demonstrating the

roasting process who engages

and interacts with customers

To explain the different types of •

roasts and their flavors.

Provide table for coffee tastings •

and cuppings.

Have a viewing area with seating •

and drink rails.

Roast coffee for that store.•

The aroma of fresh roasted beans•

Use eco-friendly roaster.•

Microphone for announcing •

events and demonstrations.

Demonstration Roaster KIT OF PARTS • EQUIPMENT

Eco-Friendly Roaster

Key Functions


Self serve coffee dispensers that •

allows customers to get coffee

more quickly.

The ultimate gourmet drip coffee •

display that features a wider

variety of brewed coffee’s.

Unique canisters for dispensing •

coffee.

Shallow basin for capturing spills •

and overfill.

Express Drip Coffee Station KIT OF PARTS • EQUIPMENT

Key Functions


Pull away from wall and used as •

an island fixture.

Allow for multiple people to use •

at the same time.

Hold all existing SB condiments, •

trash & drain for excess coffee.

Streamline and reduce in size •

to allow for multiple condiments

stations.

Easily cleanable surface.•

Condiments Station KIT OF PARTS • EQUIPMENT

Sweetener Packets•Equal•SweetN’Low•SugarintheRaw•Splenda

Milk Carafes•WholeMilk•Half&Half•SkimMilk•SoyMilk

Trash

Napkins

Straws & Stir Sticks

Condiment Shakers•Nutmeg•Cinnamon•Vanilla•Chocolate•Sugar

Key Functions


Provide separate receptacles •

for recycling of compost, paper,

plastic, aluminum & glass.

Raise awareness of Starbucks •

commitment to the environment

Tell customers where recycled •

goods go when they dispose of

them.

Trash/ Recycle Bin KIT OF PARTS • EQUIPMENT

Separate Bins for:

•Trash

•Compost

•Paper

•Glass

•Aluminum

Key Functions


Provide an area for community •

expression, events, buy/sell etc.

Modular to accommodate size •

variations from store to store.

Needs to be flexible and easy to •

update.

Chalkboard for writing, Cork or •

magnetic surface for pinning up

flyers and announcements.

Should communicate the flavor •

of the local community.

KIT OF PARTS • INDOOR FURNITURECommunity Wall

Key Functions


Provide an area for kids to play •

and interact

Provide seating for parents to sit •

and watch.

Single entrance & exit of kids •

area.

Emphasis on education, •

interaction & literacy.

Safety - needs to be located in a •

safe part of the store & not close

to any exit.

Surrounding furniture and •

fixturing should be low profile

to allow for good sightlines and

visibilty.

KIT OF PARTS • INDOOR FURNITUREKids Area

Key Functions


Modular display system.•

Flexible and adjustable shelving •

options.

Built in system for category •

signage and product information.

KIT OF PARTS • FIXTURESMerchandise Display System

Shelving made from renewable Bamboo

Key Functions


Changeable messaging system.•

Module for indoor/outdoor that •

attaches to a wall. Multiple sign

banners are attached to a roll

inside module. Allows for new

message daily.

KIT OF PARTS • FIXTURESMessaging Display System

Key Functions


Display coffee beans in open •

bins.

Allows customer to interact with •

coffee beans.

Locate adjacent to engine for •

Barista’s to access.

Should be organized by coffee •

region and describe varietal

flavors.

Scoops and scales for dispensing •

their own souvenir bag of coffee.

Coffee Bean Display KIT OF PARTS • FIXTURES

Key Functions


Display Starbucks Tea varieties •

and inform customers about

origin, quality & flavors.

Jars or canisters so customers •

can dispense their own tea.

Provide cups, filters & hot water •

so customers can brew their own

unique tea blend.

A place to stand or sit and drink.•

KIT OF PARTS • FIXTURESTea Display

Key Functions


Orient tourists and travelers to •

the local region with a map of

the area.

Explain local history and •

significant landmarks in the

area.

Computers with internet access •

to let customers check email and

plan trip.

Download podcast tour of local •

area.

Travel Center KIT OF PARTS • EQUIPMENT

Starbucks Signature

Theatrical•Exciting•Surprise•Nostalgic•Romantic•

Authentic/ Vintage•Layered/ Textural•Interactive/ Educational•Decoration & Ornamentation•Wood Floors•

Architectural Emotional

SIGNATURE


Floorplan

GRAPHIC PANELS (COFFEE JOURNEY)

DEMONSTRATIONROASTER

TEA DISPLAY

EXPRESS DRIP

GREAT TABLE

CONDIMENTS

RECYCLE TRASH BIN

GRAPHIC PANELS (COFFEE JOURNEY)

COFFEE BEANDISPLAY

ENGINE

EXPO BAR

BARISTA STATIONW/PASTRY CASE

MERCHANDISEDISPLAY

REFRIGERATORCASE

GRAB & GO MERCHANDISE

TRAVEL CENTER

CAFE SEATING

LOUNGE

COMMUNITY WALL

3,300 SQ FTSIGNATURE

BENCHES

PATIO

FIRE PLACE

SIGNATURE


Zone Diagram

STARBUCKS COFFEEJOURNEY

ENGINE

CIRCULATIONZONE

INDOOR LOUNGE

REGIONAL STORY

OUTDOOR LOUNGE

3,300 SQ FTSIGNATURE

SIGNATURE


View of Engine

SIGNATURE


Demonstration Roaster

SIGNATURE


Millwork

Barista Expo Bar Condiments

Express Drip Display

SIGNATURE


Fixtures

Travel Center Tea Display

SIGNATURE


Materials

SIGNATURE


Lighting & Local Art

SIGNATURE


Local Furniture

SIGNATURE


Outdoor Experience

My Starbucks

Home/ Comfort•Welcome/ Warm/ Soothing•Safe•Slow/ Laid-Back/ Casual•Familiarity•

Lounge Space/ Home Office•Tactile & Textural•Lived In & Cozy•Neutral/ Soft lighting•Gathering Space•


MY STARBUCKS


Floorplan

2,600 SQ FTMY STARBUCKS

OFFICE BAR

TEA DISPLAY

EXPRESS DRIP

GREAT TABLE

CONDIMENTS

RECYCLETRASH BIN

COFFEE BEANDISPLAY ENGINE

EXPO BAR

BARISTA STATIONW/PASTRY CASE

REFRIGERATORCASE

GRAB & GO MERCHANDISE

KIDS AREA

CAFE SEATING

LOUNGE

COMMUNITYWALL

BENCHES

OUTDOOR PATIO

FIRE PLACE

MY STARBUCKS


Zone Diagram

2,600 SQ FTMY STARBUCKS

KIDS ROOMKITCHEN

DINING ROOM

HOME OFFICE

OUTDOOR PATIO

LIVING ROOM

MY STARBUCKS


Community Worktable

MY STARBUCKS


Laptop Work Areas

Indoor/Outdoor Solar charging stations

MY STARBUCKS


Lounge Space

Community Wall

MY STARBUCKS


Kids Area

MY STARBUCKS


Millwork

Express Drip Station

Barista Expo Bar

Condiments & Recycle Bin

MY STARBUCKS


Outdoor Patio

MY STARBUCKS


Outdoor Furniture

MY STARBUCKS


Materials

MY STARBUCKS


Lighting & Local Artists

MY STARBUCKS


Local Furniture

MY STARBUCKS


Outdoor Experience

On The Go

Speed/ Fast/ Motion•Immediate•Energy/ High Intensity•Unusual/ Unique/ Curious•Exciting•

Clean Lines•Limited Materials/ Color •PalletOpen/ Transparent•Smart/ Easily Up-Datable•


ON THE GO


Floorplan

PRE-ORDERMENU BOARDS

PRIVACYSCREEN

OUTDOORSEATING

MENU BOARD

LED TICKER

MESSAGINGDISPLAY

ORDERWINDOW

LIVING WALL

LIVING WALL

StarbucksOceanside, San Diego

ON THE GO


Zone Diagram

WAITING ZONE 2 POST-ORDER

ORDER ZONE

WAITING ZONE 1 - PRE-ORDER

OUTDOOR PATIO

PICK UP & EXIT

StarbucksOceanside, San Diego

ON THE GO


View of Drive Thru & Outdoor Patio

ON THE GO


View of Living Wall

ON THE GO


Message Delivery System

Did you know that with some basic auto maintenance – a tune up, an oil-change, clean filters and properly inflated tires – each United States household could reduce their greenhouse gas emissions by 3200 pounds and save 10% on rising gas costs at the pump?

My first picture had fifty-three scenes and it was freely predicted I would be fired for wasting so much time and film… It took three days to make.”

Did you know that in 2005 at Starbucks we quadrupled our wind energy purchace to equal 20%. That year, the EPA acknowledged our efforts with a Green Power Leader-ship Award.

Did you know that if everyone who reads this today replaces one lightbulb in their home to a compact fluorescent light, it would be like eliminating the emissions of approximately 89,000 cars for one year?

DAY 1 DAY 2 DAY 3 DAY 4 Etc...

ON THE GO


Message Delivery System

ON THE GO


Living Wall

Modular Stacked planters to create living wall. Planters are made from recycled Freeway aggregate.

ON THE GO


Commuter Imformation Board

LED ticker board giving customers necessary information: Traffic info, news, sports & stock quotes.

ON THE GO


Materials

ON THE GO


Lighting

ON THE GO


Local Furniture

ON THE GO


Outdoor Experience

orange22 starbucks project part 02: design approach

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