But first, Coffee. Augustina Leung Retail Venue - Seoul Non Traditional Retail Professor Cory Quach FASM 415
Beyond the coffee shop •
Shift in coffee culture
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Something for everyone
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Added value/experience
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Attracting new demographics
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Saturated market
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Goodbye to chain coffee stores
Thought process •
WHO? WHAT KIND OF CONSUMERS
Serious Coffee Drinkers Students
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What?
CUSTOMER SERVICE PRODUCT
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HOW?
BRANDING DESIGN ELEMENTS
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WHERE?
ENVIRONMENT cultural, geographical, social
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WHY?
Experience
process •
Interior design
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The shop is a stage
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Spatial design
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Customers eat with their eyes
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Bar configuration
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Stay it like you mean it
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Graphic communication
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see, like, buy
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Customer service
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Ambience
Case study: STARBUCKS roastERY and tasting room
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25,000 STORES IN 65 COUNTRIES
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B2C ENVIRONMENT
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Experience the process from raw bean
Case study: STARBUCKS roastERY and tasting room •
Seattle, shanghai
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2018: new york, milan
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Experience bar, exclusive coffee and merchandise , renting roasters space (library)
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Curated menu
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Prince bakery: alcoholic beverages
Coffee immersion •
Starbucks reserve
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Coffee, design, people, places
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Sensory experience, interactive space
"It's like working at a winery. It's so legitimate."
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Creating a cult following (loyalty)
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routine
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Neon lights
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Personal branding
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Craft beer station
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Inspired by “The science of sleep” by Michael gondrY
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NACHO/BEER PAIRING
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Expat crowd
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jewellery maker
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Handmade Items for sale
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Process in shown
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Cold brew/soft serve
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Create your own latte
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Personalisation
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“instagramable”
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USP
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Flower shop
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Souvenirs
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Niche customer base
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Vending machine
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Seamless
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Efficient
In house bakery Art installation