Z E IN T R A
GE R
SI N
CA N
2 A 05 N A RI M ER TO
N
O PU ER
RI CA
2 C 35 A R TO L N
E
OK I
IS
H
CO
T
G
S
12 2 N E
SP AN
U
C
R
IS
T
IN
A
F
S TA R BLOCKS LEARNING FROM LOCAL SENIORS 117th Street, 2nd and 3rd Avenue, East Harlem July 1st– September 30th, 2020
2 3 O 7 N I
www.starblocks.com/project117
W
RN FU
IO B
DE N
OO
FA
W
IT
N
AK
M
An initiative by
U RE
IL
S
G
We serve more than coffee. We serve experience.
KI
CO O
S
N
G
A
G
U
A
D
E
D
PU G
2 0 A 7 S CI N G
N
R
DA
A
LS A
V
SA
A R U A L
117
Thesis Statement: Authenticity is a perception. It is also a socially constructed interpretation of the essence of what is observed.
In a branded environment, there is a promise of an authentic experience yet all the possible perceptions of a consumer may not be considered. By designing a branded environment which activates a connection with consumers by adding a co-creation experience, the brand will be able to achieve the perceived authenticity in the branded space.
Adapting the model of co-creation into a framework for designing experiential branded environments will enable a brand to achieve visitors’ expectations of authentic engagement.
Project Title: Starblocks: Learning from the local seniors
Client: Starbucks
Venue: East Harlem (117th street, Between 2nd Ave and 3rd Ave)
Audience: Primary: Local people in the East Harlem, Secondary: 20 to 40 general coee
consumers in the city, Tertiary: Tourists from outside of the city