orange22 starbucks project part 02: design approach
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PRESENTATION 02_05.01.2008
ORANGE 22 DESIGN LAB LLC125 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. RECAP2. MODULAR SYSTEM3. KIT OF PARTS4. SIGNATURE5. MY STARBUCKS6. ON THE GO (DRIVE THRU)
SOUTHERN CALIFORNIA RESOURCE GUIDE
3ORANGE22 DESIGN LAB
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.
4ORANGE22 DESIGN LAB
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 Starbucks3. For the Commuters - Starbucks On The Go (Drive Thru)
5ORANGE22 DESIGN LAB
Signature My Starbucks On The Go
Three Design Directions
Size Potential: Medium •
Locations: Residential Communities •
Brand Attributes / Value: Comfort, •
Community, Local Relevance, Fun,
Reaffirmation
Our Goal: To design a space that’s •
about the customer and their specific
neighborhood to have local relevance.
Size Potential: Small •
Locations: Key commuter patterns •
Brand Attributes / Value: Efficient, •
Powerful, Ah-ha moment, Discovery
Our Goal: To design a space that tells •
the SB story over many visits in short
bursts of 5 min intervals.
Size Potential: Large •
Locations: Key tourist destinations •
Brand Attributes / Value: The humanistic •
Starbucks, Global Relevance, Mission
Our Goal: To design a space that teaches •
customers how coffee is made, where it
comes from and bring them behind the
scenes to learn about how Starbucks was
founded and its long term vision & goals.
6ORANGE22 DESIGN LAB
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?
7ORANGE22 DESIGN LAB
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.
OPPORTUNITY
8ORANGE22 DESIGN LAB
Modular System
Metal Framework Cladding Framework + Cladding
OPPORTUNITY
9ORANGE22 DESIGN LAB
Flexibility
Modular System allows for multiple variations
Signature My Starbucks On The Go
10ORANGE22 DESIGN LAB
FURNITURE • FIXTURES • EQUIPMENTKit of Parts
Laptop Table - One Top
Barista Expo Bar Lounge Chair & Ottoman
Express Drip Coffee Station
Coffee Bean Display
Laptop Table - Two Top
Mobile Coffee Bar Planter Condiments Tea Display
Community Table & Workstation
Bench w/planter Privacy Screen Recycle Bin Merchandise Display Fixture
Solar Charging Station - Awning
End Table Community Fireplace Community Wall Messaging DisplaySystem
Solar Charging Station - Umbrella
Bar Table & Stools Demonstration Roaster
Kids Area Travel Center
Key Functions
11ORANGE22 DESIGN LAB
Mobile laptop desk for one •
person.
V-shaped channel holds books •
and plugin modules for power
ports & cupholders
Hooks for hanging backpack or •
bag.
KIT OF PARTS • FURNITURELaptop Table - One Top
Key Functions
12ORANGE22 DESIGN LAB
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.
KIT OF PARTS • FURNITURELaptop Table - Two Top
Key Functions
13ORANGE22 DESIGN LAB
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.
KIT OF PARTS • FURNITURECommunity Table & Workstation
Key Functions
14ORANGE22 DESIGN LAB
KIT OF PARTS • FURNITURE
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.
Solar Charging Station - Awning
Renewable Energy Powered by the Sun
Key Functions
15ORANGE22 DESIGN LAB
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.
KIT OF PARTS • FURNITURESolar Charging Station - Umbrella
Renewable Energy Powered by the Sun
Key Functions
16ORANGE22 DESIGN LAB
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’.
KIT OF PARTS • FURNITUREBarista Expo Bar
Key Functions
17ORANGE22 DESIGN LAB
Mobile cart for serving coffee •
outdoors or on the street.
Could be used for hosting events.•
Lockable shelving for storing •
goods and equipment.
KIT OF PARTS • FURNITUREMobile Coffee Bar
Key Functions
18ORANGE22 DESIGN LAB
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.
KIT OF PARTS • FURNITUREBench w/planter
Made from Recycled Freeway Aggregate
Key Functions
19ORANGE22 DESIGN LAB
Custom outdoor/indoor end table.•
Moveable and flexible table •
surface for working on a laptop
or to use as seating.
KIT OF PARTS • FURNITUREEnd Table
Key Functions
20ORANGE22 DESIGN LAB
Custom bar height table and •
stools.
Lightweight and easily moveable.•
Table has wheel for moving.•
Bar Table & Stools KIT OF PARTS • FURNITURE
Key Functions
21ORANGE22 DESIGN LAB
Comfortable indoor/outdoor •
lounge seating.
Bent plywood construction allows •
for stacking. Cushions can be
removed and stowed after hours.
Lounge Chair & Ottoman KIT OF PARTS • FURNITURE
Key Functions
22ORANGE22 DESIGN LAB
Modular planters.•
Made from recycled freeway •
aggregate (asphalt & concrete)
Can be stacked to form a wall or •
screen.
KIT OF PARTS • FURNITURELiving Wall/ Modular Planter
Made from Recycled Freeway Aggregate
Key Functions
23ORANGE22 DESIGN LAB
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•
KIT OF PARTS • FURNITUREPrivacy Screen
Made from Recycled water bottles
Key Functions
24ORANGE22 DESIGN LAB
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.
KIT OF PARTS • FURNITURECommunity Fireplace
Fireplace uses clean burning denatured alcohol.
Key Functions
25ORANGE22 DESIGN LAB
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.
Demonstration Roaster KIT OF PARTS • EQUIPMENT
Eco-Friendly Roaster
Key Functions
26ORANGE22 DESIGN LAB
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.
Express Drip Coffee Station KIT OF PARTS • EQUIPMENT
Key Functions
27ORANGE22 DESIGN LAB
Pull away from wall and used as •
an island fixture.
Allow for multiple people to use •
at the same time.
Hold all existing SB condiments, •
trash & drain for excess coffee.
Streamline and reduce in size •
to allow for multiple condiments
stations.
Easily cleanable surface.•
Condiments Station KIT OF PARTS • EQUIPMENT
Sweetener Packets•Equal•SweetN’Low•SugarintheRaw•Splenda
Milk Carafes•WholeMilk•Half&Half•SkimMilk•SoyMilk
Trash
Napkins
Straws & Stir Sticks
Condiment Shakers•Nutmeg•Cinnamon•Vanilla•Chocolate•Sugar
Key Functions
28ORANGE22 DESIGN LAB
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.
Trash/ Recycle Bin KIT OF PARTS • EQUIPMENT
Separate Bins for:
•Trash
•Compost
•Paper
•Glass
•Aluminum
Key Functions
29ORANGE22 DESIGN LAB
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.
KIT OF PARTS • INDOOR FURNITURECommunity Wall
Key Functions
30ORANGE22 DESIGN LAB
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.
KIT OF PARTS • INDOOR FURNITUREKids Area
Key Functions
31ORANGE22 DESIGN LAB
Modular display system.•
Flexible and adjustable shelving •
options.
Built in system for category •
signage and product information.
KIT OF PARTS • FIXTURESMerchandise Display System
Shelving made from renewable Bamboo
Key Functions
32ORANGE22 DESIGN LAB
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.
KIT OF PARTS • FIXTURESMessaging Display System
Key Functions
33ORANGE22 DESIGN LAB
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.
Coffee Bean Display KIT OF PARTS • FIXTURES
Key Functions
34ORANGE22 DESIGN LAB
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.•
KIT OF PARTS • FIXTURESTea Display
Key Functions
35ORANGE22 DESIGN LAB
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.
Travel Center KIT OF PARTS • EQUIPMENT
Starbucks Signature
Theatrical•Exciting•Surprise•Nostalgic•Romantic•
Authentic/ Vintage•Layered/ Textural•Interactive/ Educational•Decoration & Ornamentation•Wood Floors•
Architectural Emotional
SIGNATURE
37ORANGE22 DESIGN LAB
Floorplan
GRAPHIC PANELS (COFFEE JOURNEY)
DEMONSTRATIONROASTER
TEA DISPLAY
EXPRESS DRIP
GREAT TABLE
CONDIMENTS
RECYCLE TRASH BIN
GRAPHIC PANELS (COFFEE JOURNEY)
COFFEE BEANDISPLAY
ENGINE
EXPO BAR
BARISTA STATIONW/PASTRY CASE
MERCHANDISEDISPLAY
REFRIGERATORCASE
GRAB & GO MERCHANDISE
TRAVEL CENTER
CAFE SEATING
LOUNGE
COMMUNITY WALL
3,300 SQ FTSIGNATURE
BENCHES
PATIO
FIRE PLACE
SIGNATURE
38ORANGE22 DESIGN LAB
Zone Diagram
STARBUCKS COFFEEJOURNEY
ENGINE
CIRCULATIONZONE
INDOOR LOUNGE
REGIONAL STORY
OUTDOOR LOUNGE
3,300 SQ FTSIGNATURE
SIGNATURE
39ORANGE22 DESIGN LAB
View of Engine
SIGNATURE
40ORANGE22 DESIGN LAB
Demonstration Roaster
SIGNATURE
41ORANGE22 DESIGN LAB
Millwork
Barista Expo Bar Condiments
Express Drip Display
SIGNATURE
42ORANGE22 DESIGN LAB
Fixtures
Travel Center Tea Display
SIGNATURE
43ORANGE22 DESIGN LAB
Materials
SIGNATURE
44ORANGE22 DESIGN LAB
Lighting & Local Art
SIGNATURE
45ORANGE22 DESIGN LAB
Local Furniture
SIGNATURE
46ORANGE22 DESIGN LAB
Outdoor Experience
My Starbucks
Home/ Comfort•Welcome/ Warm/ Soothing•Safe•Slow/ Laid-Back/ Casual•Familiarity•
Lounge Space/ Home Office•Tactile & Textural•Lived In & Cozy•Neutral/ Soft lighting•Gathering Space•
Architectural Emotional
MY STARBUCKS
48ORANGE22 DESIGN LAB
Floorplan
2,600 SQ FTMY STARBUCKS
OFFICE BAR
TEA DISPLAY
EXPRESS DRIP
GREAT TABLE
CONDIMENTS
RECYCLETRASH BIN
COFFEE BEANDISPLAY ENGINE
EXPO BAR
BARISTA STATIONW/PASTRY CASE
REFRIGERATORCASE
GRAB & GO MERCHANDISE
KIDS AREA
CAFE SEATING
LOUNGE
COMMUNITYWALL
BENCHES
OUTDOOR PATIO
FIRE PLACE
MY STARBUCKS
49ORANGE22 DESIGN LAB
Zone Diagram
2,600 SQ FTMY STARBUCKS
KIDS ROOMKITCHEN
DINING ROOM
HOME OFFICE
OUTDOOR PATIO
LIVING ROOM
MY STARBUCKS
50ORANGE22 DESIGN LAB
Community Worktable
MY STARBUCKS
51ORANGE22 DESIGN LAB
Laptop Work Areas
Indoor/Outdoor Solar charging stations
MY STARBUCKS
52ORANGE22 DESIGN LAB
Lounge Space
Community Wall
MY STARBUCKS
53ORANGE22 DESIGN LAB
Kids Area
MY STARBUCKS
54ORANGE22 DESIGN LAB
Millwork
Express Drip Station
Barista Expo Bar
Condiments & Recycle Bin
MY STARBUCKS
55ORANGE22 DESIGN LAB
Outdoor Patio
MY STARBUCKS
56ORANGE22 DESIGN LAB
Outdoor Furniture
MY STARBUCKS
57ORANGE22 DESIGN LAB
Materials
MY STARBUCKS
58ORANGE22 DESIGN LAB
Lighting & Local Artists
MY STARBUCKS
59ORANGE22 DESIGN LAB
Local Furniture
MY STARBUCKS
60ORANGE22 DESIGN LAB
Outdoor Experience
On The Go
Speed/ Fast/ Motion•Immediate•Energy/ High Intensity•Unusual/ Unique/ Curious•Exciting•
Clean Lines•Limited Materials/ Color •PalletOpen/ Transparent•Smart/ Easily Up-Datable•
Architectural Emotional
ON THE GO
62ORANGE22 DESIGN LAB
Floorplan
PRE-ORDERMENU BOARDS
PRIVACYSCREEN
OUTDOORSEATING
MENU BOARD
LED TICKER
MESSAGINGDISPLAY
ORDERWINDOW
LIVING WALL
LIVING WALL
StarbucksOceanside, San Diego
ON THE GO
63ORANGE22 DESIGN LAB
Zone Diagram
WAITING ZONE 2 POST-ORDER
ORDER ZONE
WAITING ZONE 1 - PRE-ORDER
OUTDOOR PATIO
PICK UP & EXIT
StarbucksOceanside, San Diego
ON THE GO
64ORANGE22 DESIGN LAB
View of Drive Thru & Outdoor Patio
ON THE GO
65ORANGE22 DESIGN LAB
View of Living Wall
ON THE GO
66ORANGE22 DESIGN LAB
Message Delivery System
Did you know that with some basic auto maintenance – a tune up, an oil-change, clean filters and properly inflated tires – each United States household could reduce their greenhouse gas emissions by 3200 pounds and save 10% on rising gas costs at the pump?
My first picture had fifty-three scenes and it was freely predicted I would be fired for wasting so much time and film… It took three days to make.”
Did you know that in 2005 at Starbucks we quadrupled our wind energy purchace to equal 20%. That year, the EPA acknowledged our efforts with a Green Power Leader-ship Award.
Did you know that if everyone who reads this today replaces one lightbulb in their home to a compact fluorescent light, it would be like eliminating the emissions of approximately 89,000 cars for one year?
DAY 1 DAY 2 DAY 3 DAY 4 Etc...
ON THE GO
67ORANGE22 DESIGN LAB
Message Delivery System
ON THE GO
68ORANGE22 DESIGN LAB
Living Wall
Modular Stacked planters to create living wall. Planters are made from recycled Freeway aggregate.
ON THE GO
69ORANGE22 DESIGN LAB
Commuter Imformation Board
LED ticker board giving customers necessary information: Traffic info, news, sports & stock quotes.
ON THE GO
70ORANGE22 DESIGN LAB
Materials
ON THE GO
71ORANGE22 DESIGN LAB
Lighting
ON THE GO
72ORANGE22 DESIGN LAB
Local Furniture
ON THE GO
73ORANGE22 DESIGN LAB
Outdoor Experience
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