Orange22 Starbucks Project Part 02: Design Approach
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Orange22 Starbucks Project Part 02: Design Approach

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Orange22 Starbucks Project Part 02: Design Approach Orange22 Starbucks Project Part 02: Design Approach Presentation Transcript

  • PRESENTATION 02_05.01.2008 ORANGE 22 DESIGN LAB LLC 125 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. RECAP 2. MODULAR SYSTEM 3. KIT OF PARTS 4. SIGNATURE 5. MY STARBUCKS 6. ON THE GO (DRIVE THRU) SOUTHERN CALIFORNIA RESOURCE GUIDE
  • 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. ORANGE22 DESIGN LAB 3
  • 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 Starbucks 3. For the Commuters - Starbucks On The Go (Drive Thru) ORANGE22 DESIGN LAB 4
  • Three Design Directions Signature My Starbucks On The Go • Size Potential: Large • Size Potential: Medium • Size Potential: Small • Locations: Key tourist destinations • Locations: Residential Communities • Locations: Key commuter patterns • Brand Attributes / Value: The humanistic • Brand Attributes / Value: Comfort, • Brand Attributes / Value: Efficient, Starbucks, Global Relevance, Mission Community, Local Relevance, Fun, Powerful, Ah-ha moment, Discovery • Our Goal: To design a space that teaches Reaffirmation • Our Goal: To design a space that tells customers how coffee is made, where it • Our Goal: To design a space that’s the SB story over many visits in short comes from and bring them behind the about the customer and their specific bursts of 5 min intervals. scenes to learn about how Starbucks was neighborhood to have local relevance. founded and its long term vision & goals. ORANGE22 DESIGN LAB 5
  • 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? ORANGE22 DESIGN LAB 6
  • 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. ORANGE22 DESIGN LAB 7
  • Modular System OPPORTUNITY Metal Framework Cladding Framework + Cladding ORANGE22 DESIGN LAB 8
  • Flexibility OPPORTUNITY Modular System allows for multiple variations Signature My Starbucks On The Go ORANGE22 DESIGN LAB 9
  • Kit of Parts FURNITURE • FIXTURES • EQUIPMENT Laptop Table - Barista Expo Bar Lounge Chair & Express Drip Coffee Coffee Bean Display One Top Ottoman Station Laptop Table - Mobile Coffee Bar Planter Condiments Tea Display Two Top Community Table & Bench w/planter Privacy Screen Recycle Bin Merchandise Display Workstation Fixture Solar Charging End Table Community Fireplace Community Wall Messaging Display Station - Awning System Solar Charging Bar Table & Stools Demonstration Kids Area Travel Center Station - Umbrella Roaster ORANGE22 DESIGN LAB 10
  • Laptop Table - One Top KIT OF PARTS • FURNITURE 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. ORANGE22 DESIGN LAB 11
  • Laptop Table - Two Top KIT OF PARTS • FURNITURE Key Functions • Bar height laptop desk for two people. • V-shaped channel holds books and plugin modules for power ports & cupholders • Hooks for hanging backpack, bags or jacket. ORANGE22 DESIGN LAB 12
  • Community Table & Workstation KIT OF PARTS • FURNITURE Key Functions • Bar height laptop table that seats 4-6 people. • V-shaped channel holds books and plugin modules for power ports & cupholders • Hooks for hanging backpack, bags or jacket. • Place two or three tables together to create a comunity great table. ORANGE22 DESIGN LAB 13
  • Solar Charging Station - Awning KIT OF PARTS • FURNITURE Key Functions • 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. Renewable Energy Powered by the Sun ORANGE22 DESIGN LAB 14
  • Solar Charging Station - Umbrella KIT OF PARTS • FURNITURE 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. Renewable Energy Powered by the Sun ORANGE22 DESIGN LAB 15
  • Barista Expo Bar KIT OF PARTS • FURNITURE 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’. ORANGE22 DESIGN LAB 16
  • Mobile Coffee Bar KIT OF PARTS • FURNITURE 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. ORANGE22 DESIGN LAB 17
  • Bench w/planter KIT OF PARTS • FURNITURE 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. Made from Recycled Freeway Aggregate ORANGE22 DESIGN LAB 18
  • End Table KIT OF PARTS • FURNITURE Key Functions • Custom outdoor/indoor end table. • Moveable and flexible table surface for working on a laptop or to use as seating. ORANGE22 DESIGN LAB 19
  • Bar Table & Stools KIT OF PARTS • FURNITURE Key Functions • Custom bar height table and stools. • Lightweight and easily moveable. • Table has wheel for moving. ORANGE22 DESIGN LAB 20
  • Lounge Chair & Ottoman 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. ORANGE22 DESIGN LAB 21
  • Living Wall/ Modular Planter KIT OF PARTS • FURNITURE Key Functions • Modular planters. • Made from recycled freeway aggregate (asphalt & concrete) • Can be stacked to form a wall or screen. Made from Recycled Freeway Aggregate ORANGE22 DESIGN LAB 22
  • Privacy Screen KIT OF PARTS • FURNITURE 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 Made from Recycled water bottles ORANGE22 DESIGN LAB 23
  • Community Fireplace KIT OF PARTS • FURNITURE 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. Fireplace uses clean burning denatured alcohol. ORANGE22 DESIGN LAB 24
  • Demonstration Roaster KIT OF PARTS • EQUIPMENT 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. Eco-Friendly Roaster ORANGE22 DESIGN LAB 25
  • Express Drip Coffee Station KIT OF PARTS • EQUIPMENT 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. ORANGE22 DESIGN LAB 26
  • Condiments Station KIT OF PARTS • EQUIPMENT Key Functions Condiment Shakers Milk Carafes • Pull away from wall and used as • Nutmeg • Whole Milk an island fixture. • Cinnamon • Half & Half • Vanilla • Skim Milk • Allow for multiple people to use • Chocolate • Soy Milk at the same time. • Sugar • Hold all existing SB condiments, trash & drain for excess coffee. • Streamline and reduce in size to allow for multiple condiments stations. • Easily cleanable surface. Trash Sweetener Packets • Equal Napkins • Sweet N’ Low • Sugar in the Raw Straws & Stir Sticks • Splenda ORANGE22 DESIGN LAB 27
  • Trash/ Recycle Bin KIT OF PARTS • EQUIPMENT 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. Separate Bins for: • Trash • Compost • Paper • Glass • Aluminum ORANGE22 DESIGN LAB 28
  • Community Wall KIT OF PARTS • INDOOR FURNITURE 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. ORANGE22 DESIGN LAB 29
  • Kids Area KIT OF PARTS • INDOOR FURNITURE 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. ORANGE22 DESIGN LAB 30
  • Merchandise Display System KIT OF PARTS • FIXTURES Key Functions • Modular display system. • Flexible and adjustable shelving options. • Built in system for category signage and product information. Shelving made from renewable Bamboo ORANGE22 DESIGN LAB 31
  • Messaging Display System KIT OF PARTS • FIXTURES 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. ORANGE22 DESIGN LAB 32
  • Coffee Bean Display KIT OF PARTS • FIXTURES 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. ORANGE22 DESIGN LAB 33
  • Tea 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. ORANGE22 DESIGN LAB 34
  • Travel Center KIT OF PARTS • EQUIPMENT 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. ORANGE22 DESIGN LAB 35
  • Starbucks Signature Architectural Emotional • Authentic/ Vintage • Theatrical • Layered/ Textural • Exciting • Interactive/ Educational • Surprise • Decoration & Ornamentation • Nostalgic • Wood Floors • Romantic
  • Floorplan SIGNATURE TEA DISPLAY MERCHANDISE GRAPHIC PANELS DISPLAY TRAVEL CENTER (COFFEE JOURNEY) ENGINE COFFEE BEAN DISPLAY REFRIGERATOR CASE BARISTA STATION W/PASTRY CASE GRAB & GO MERCHANDISE EXPO BAR CAFE SEATING DEMONSTRATION ROASTER CONDIMENTS LOUNGE EXPRESS DRIP COMMUNITY WALL GREAT TABLE GRAPHIC PANELS RECYCLE (COFFEE JOURNEY) TRASH BIN BENCHES PATIO 3,300 SQ FT FIRE PLACE SIGNATURE ORANGE22 DESIGN LAB 37
  • Zone Diagram SIGNATURE REGIONAL STORY ENGINE STARBUCKS COFFEE JOURNEY INDOOR LOUNGE CIRCULATION ZONE OUTDOOR LOUNGE 3,300 SQ FT SIGNATURE ORANGE22 DESIGN LAB 38
  • View of Engine SIGNATURE ORANGE22 DESIGN LAB 39
  • Demonstration Roaster SIGNATURE ORANGE22 DESIGN LAB 40
  • Millwork SIGNATURE Express Drip Display Barista Expo Bar Condiments ORANGE22 DESIGN LAB 41
  • Fixtures SIGNATURE Travel Center Tea Display ORANGE22 DESIGN LAB 42
  • Materials SIGNATURE ORANGE22 DESIGN LAB 43
  • Lighting & Local Art SIGNATURE ORANGE22 DESIGN LAB 44
  • Local Furniture SIGNATURE ORANGE22 DESIGN LAB 45
  • Outdoor Experience SIGNATURE ORANGE22 DESIGN LAB 46
  • My Starbucks Architectural Emotional • Lounge Space/ Home Office • Home/ Comfort • Tactile & Textural • Welcome/ Warm/ Soothing • Lived In & Cozy • Safe • Neutral/ Soft lighting • Slow/ Laid-Back/ Casual • Gathering Space • Familiarity
  • Floorplan MY STARBUCKS TEA DISPLAY COFFEE BEAN DISPLAY ENGINE KIDS AREA EXPO BAR BARISTA STATION REFRIGERATOR W/PASTRY CASE CASE OFFICE BAR GRAB & GO MERCHANDISE CONDIMENTS COMMUNITY WALL LOUNGE EXPRESS DRIP CAFE SEATING RECYCLE TRASH BIN GREAT TABLE BENCHES OUTDOOR PATIO FIRE PLACE 2,600 SQ FT MY STARBUCKS ORANGE22 DESIGN LAB 48
  • Zone Diagram MY STARBUCKS KITCHEN KIDS ROOM HOME OFFICE LIVING ROOM DINING ROOM OUTDOOR PATIO 2,600 SQ FT MY STARBUCKS ORANGE22 DESIGN LAB 49
  • Community Worktable MY STARBUCKS ORANGE22 DESIGN LAB 50
  • Laptop Work Areas MY STARBUCKS Indoor/Outdoor Solar charging stations ORANGE22 DESIGN LAB 51
  • Lounge Space MY STARBUCKS Community Wall ORANGE22 DESIGN LAB 52
  • Kids Area MY STARBUCKS ORANGE22 DESIGN LAB 53
  • Millwork MY STARBUCKS Barista Expo Bar Express Drip Station Condiments & Recycle Bin ORANGE22 DESIGN LAB 54
  • Outdoor Patio MY STARBUCKS ORANGE22 DESIGN LAB 55
  • Outdoor Furniture MY STARBUCKS ORANGE22 DESIGN LAB 56
  • Materials MY STARBUCKS ORANGE22 DESIGN LAB 57
  • Lighting & Local Artists MY STARBUCKS ORANGE22 DESIGN LAB 58
  • Local Furniture MY STARBUCKS ORANGE22 DESIGN LAB 59
  • Outdoor Experience MY STARBUCKS ORANGE22 DESIGN LAB 60
  • On The Go Architectural Emotional • Clean Lines • Speed/ Fast/ Motion • Limited Materials/ Color • Immediate Pallet • Energy/ High Intensity • Open/ Transparent • Unusual/ Unique/ Curious • Smart/ Easily Up-Datable • Exciting
  • Floorplan ON THE GO ORDER WINDOW MESSAGING DISPLAY LED TICKER LIVING WALL MENU BOARD OUTDOOR SEATING LIVING WALL PRIVACY SCREEN PRE-ORDER MENU BOARDS Starbucks Oceanside, San Diego ORANGE22 DESIGN LAB 62
  • Zone Diagram ON THE GO PICK UP & EXIT WAITING ZONE 2 POST-ORDER ORDER ZONE OUTDOOR PATIO WAITING ZONE 1 - PRE-ORDER Starbucks Oceanside, San Diego ORANGE22 DESIGN LAB 63
  • View of Drive Thru & Outdoor Patio ON THE GO ORANGE22 DESIGN LAB 64
  • View of Living Wall ON THE GO ORANGE22 DESIGN LAB 65
  • Message Delivery System ON THE GO DAY 1 DAY 2 DAY 3 DAY 4 Etc... Did you know that with some Did you know that if everyone My first picture had fifty- Did you know that in 2005 at basic auto maintenance – a tune who reads this today replaces three scenes and it was up, an oil-change, clean filters Starbucks we quadrupled our one lightbulb in their home to freely predicted I would be and properly inflated tires – each wind energy purchace to a compact fluorescent light, it fired for wasting so much United States household could equal 20%. That year, the EPA would be like eliminating the time and film… It took three reduce their greenhouse gas acknowledged our efforts emissions of approximately days to make.” emissions by 3200 pounds and with a Green Power Leader- 89,000 cars for one year? save 10% on rising gas costs at ship Award. the pump? ORANGE22 DESIGN LAB 66
  • Message Delivery System ON THE GO ORANGE22 DESIGN LAB 67
  • Living Wall ON THE GO Modular Stacked planters to create living wall. Planters are made from recycled Freeway aggregate. ORANGE22 DESIGN LAB 68
  • Commuter Imformation Board ON THE GO LED ticker board giving customers necessary information: Traffic info, news, sports & stock quotes. ORANGE22 DESIGN LAB 69
  • Materials ON THE GO ORANGE22 DESIGN LAB 70
  • Lighting ON THE GO ORANGE22 DESIGN LAB 71
  • Local Furniture ON THE GO ORANGE22 DESIGN LAB 72
  • Outdoor Experience ON THE GO ORANGE22 DESIGN LAB 73