Starbucks opens up a Downtown coffee shop.
One of the latest Starbucks to open is, on first impressions, quite evidently a cut above the rest.
Whilst we expect that you would receive pretty much the same coffee and identical customer-focused service from a barista who chirpily asks your name whilst processing your order, the technology and aesthetics inside are a little different to the one that you will find down the road.
Downtown coffee shops may be something of the norm, but Starbucks’ latest establishment is located in the Downtown Disney District, the shoppertainment centre in Anaheim California and they quite easily could have gone down the Disney route.
Nobody would have batted an eyelid if they decided to house a Starbucks inside a Fantasyland Castle and position it as a dungeon where banished adults were sent to, or if an extra garage was erected next to Radiator Springs Races as a pit-stop for beleaguered parents in need of a pick me up. The facades could have been daubed in glitter, fairy dust and the windows could have displayed murals of Nemo, Buzz Lightyear and Jack Skellington.
But instead they went down the opposite route and catered for the parent – whilst subtly adopting the Disney way.
There may be Starbucks outlets in Disney locations already, but those are operated by Disney. This coffee shop is the first Starbucks store on Disney property that is managed by the Seattle-based company. And so, in that respect, it represents a shift from the norm.
Located next to the luxurious Grand Californian Hotel, the outlet is built around an old tree to LEED standards and the interior has been partially constructed with reclaimed wood from old railroad boxcars.
Rustic and green charms abound there may be, but for there are plenty of features to keep the tech-geeks more than content.
Brand synergy is at the heart of the venture.
“Disney and Starbucks challenged each other and the result is a beautiful, unexpected gathering place,” stated Bill Sleeth, Starbucks vice president of design, in an official press release.
Starbucks have retained the essence of Starbucks whilst drawing inspiration from Disney’s art of storytelling and their ability to create narrative and experiences that work on two levels concurrently.
Nine 46-inch high resolution display screens map out the history of Starbucks coffee in a true Disney-esque narrative that tells a story that spans from plantation to cup.
The centrepiece however is massive 70-inch interactive chalkboard. Guests, adults and children alike, can play on the touchscreen board while they take a sip on their lattes, cappuccinos and iced drinks. TechBuffalo reported that ‘there was very little lag as users played around with the system, even as multiple users were drawing on the board at the same time’. The interface was reportedly in development for twelve months and is expected to receive continuous updates as new features and applications are to be periodically added.
“This will be a respite for people who have walked around the park all day,” says Arthur Rubinfeld, chief creative officer and president, global innovation for Starbucks.
“[It] will be one of the most unique stores in North America.”
photo: Starbucks Press Release
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