From my professional point of view I am a huge Starbucks fan. They understand retailing very well and are not afraid to experiment with global vs local, cross-channel a multi-format retail. The last few years the global coffee shop brand is heavily experimenting with its familiar retail concept. From the de-branded 15th avenue to several local/green concept stores. Their latest (local) experiment just opened its doors in Tokyo’s upscale Omotesando fashion district.
The store is designed by, Hiroshi Fujiwara, the godfather of Harajuku. The two-story store is called “b-side” and has its own look and feel and layout that’s unlike any other Starbucks. Besides this different design specs it is also offering a selection of fashion and design books to read during the shop pit stop. The store also plans on selling mugs and limited edition goods available exclusively to b-side.