THE COFFEE COMPANY EVOKES EARLY 1900S MERCHANT CULTURE FOR ITS LATEST OUTPOST IN NEW ORLEANS'S FRENCH QUARTER.
Starbucks has opened a new store in New Orleans that's designed to channel the mystical feel of the city itself. Evocative of an early 1900s apothecary, the store is latest in Starbucks's portfolio of hyper-local shops aimed at being part of a neighborhood's culture, rather than disturbing it.
A mix of local and Atlanta-based artists created a mural, wrought iron chandeliers, and a hanging mobile of brass jazz instruments. (Click Image To Enlarge)
Andrew Bello, a design director for Starbucks, says.
“We discovered New Orleans’s history as an import-export shipping port. There was a time [in the early 1900s] when it was the largest coffee importer in the area.”
For the exterior, the team preserved some original architectural details and used wrought iron, a material found on facades and balconies throughout the French Quarter. (Click Image To Enlarge)
Bello and his team ran with their imaginations, designing the space as if it were the home and store of an old-timey merchant. Floor to ceiling shelves sit behind the register. Back then, Bello says, “those shelves would be filled with boxes and bags and herbs and spices--and coffee.” Today, of course, they’re stacked with bags of Starbucks coffee.
To bring that to life, they built floor-to-ceiling shelves behind the counter. (Click Image To Enlarge)
The lettering is on the bathroom door--in part because the new outpost belongs to a growing portfolio of stores that have what Bello and Starbucks designers call, “local relevance.”
The philosophy behind “local relevance” is that a trip to Starbucks can be a more faceted experience than just getting a reliable cup of coffee. Even simple actions like a customer posting a picture of the store to Instagram, or actually telling a friend about a visit to Starbucks, are measurements of this. He says.
“Hopefully customers discover something new when they return to the store.”
In this case, the design team imagined the space as an early 1900s-era merchant shop. (Click Image To Enlarge)
Any visitor that goes to New Orleans is going to walk down that street. It bifurcates two parts of the city: the downtown business district, and the gentrifying warehouse district. The goal? Let tourists be on vacation, and make locals feel at home, all in one place.
Back then, Bello says, 'those shelves would be filled with boxes and bags and herbs and spices--and coffee.' Today, of course, they’re stacked with bags of Starbucks coffee. (Click Image To Enlarge)
COMMENTARY: This New Orleans Starbucks definitely retains the "old world" charm while showcasing today's upbeat speakeasy and dixieland jazz atmosphere. I wonder if they will serve bourbon coffee with whipped cream. I say do it, break from tradition, and whoo the drinking and happiness crowd.
Courtesy of an article dated December 13, 2013 appearing in Fast Company Design
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