Lab test: Starbucks breaks the chain aesthetic

‘My vision was to bring the space to life by celebrating local history and tradition while looking to the future by giving it a sense of theatre and discovery,’ says Liz Muller, global concept design director.

This is a great example of a chain re-inventing itself to appeal to a more discerning customer base. For another well-executed example of a big chain redesigning an outlet for a specific purpose, see our Seed story.