636

No Brand is the New Brand

by Sarah Bell

Wired recently ran this article on Starbucks’ new design strategy for some of their stores. In a nutshell, Starbucks is creating stores that are designed to reflect the local culture around the store’s physical location, rather than just reflecting Starbucks. The desired result being that Starbucks should feel like your local corner coffee shop, not the generic corporate chain people perceived it as following its mega-expansion across the world. It’s a fascinating move, one that has already produced spectacular design results.*

But what does this move say about the nature of brand today?

Read more