DDi - April/May 2013 - (Page 35)
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but mingles with a charcoal-colored polished
concrete in the bar and community area in the
back of the store.
Starbucks’ in-house design team worked diligently to transform the existing space and craft a
unique brand identity for Tazo. Lionel Sussman,
director for concepts design at Starbucks, says
that Tazo Tea will be LEED-certified like all new
Starbucks stores, and that the look reflects the
values of Tazo’s target audience. “We tried to keep
in mind what we knew about our customers;
what would be an ideal place they would live,”
he says. “We thought about a couple who lived in
an ideal place, maybe a refurbished loft with old
wood, who might not want to spend money on
changing the wood, but might have expensive art
or light fixtures.”
A creamy white chandelier sets an elegant
tone for the space, which is dotted by Victorian
garden-inspired topiaries and two “tea trees,”
made with poles and rotating “branches” to artfully display the many unique ingredients to create a custom blend.
One of the most exciting parts of the store is
the blending station, Sussman says. “You can
explore the ingredients with the partners making teas, and then have custom tea made right
there,” he adds. (Much like Starbucks refers to
their coffee brewers as “baristas,” Tazo calls its
expert employees “tea partners.”)
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Table of Contents for the Digital Edition of DDi - April/May 2013
DDi - April/May 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Design Snapshot
Markopoulos Award
Tazo Tea
Tiffany & Co.
Experience Makers
Piperlime
Mattel Experience
CookHouse
Aéropostale
Paris Kids Department
Technology & Customer Engagement Section
Technology Trends
Big Data Column
In-Store Technology
Product Spotlight
Design Leaders 2013
Right Light
GlobalShop Coverage
Special Events
Conference Schedule
Chicago Retail
Exhibitor Products
Calendar
Advertisers
Classifieds
Shopping with Paco
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