VMSD - May 2015 - 72

Checking Out
Interview by Lauren Mang

Liz Muller

The vp of creative and global design for Starbucks finds inspiration in travel,
splitting her time between Seattle and her home city of Amsterdam.

Your childhood must have been a
whirl of style and design.
We always focused on the positioning of
everything from furniture to making sure
everything was perfectly [placed]. Even
setting the dinner table was a joy for me,
and still is. It all matters.
But what if you hadn't chosen this
career path. What would you do?
I can't imagine my life without being in
design; it's my passion. In another life, I
would love to pursue a dance career.

Globe Trotter
Muller's extensive global
design portfolio includes
Starbucks stores in Mumbai,
India; Zürich and Beijing.
You're from Amsterdam - and
you live there part time - what
do you miss about it when
you're here?
I miss Amsterdam's canals, bikes,
fresh-market shopping, strong café
culture and free spirits.

Other than Starbucks, can you
share some inspiring retail
concepts from your travels?
Merci in Paris. Hérmes in Paris:
The large store repurposed an
old swimming pool. It's brilliantly
executed - a true wow. Aesop:
great concepts around the world,
unique use of materials and a great
experience.
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MAY 2015

vMsd.coM

So what brought you to Starbucks?
After working for clients around the world
with my own firm [in South Africa], I was
drawn to Starbucks for the opportunity
to do something unique. The company's
global footprint allows a chance to design,
innovate and create experiences for customers from diverse cultures and lifestyles, while allowing me to constantly
study customer preferences and lifestyle
trends to ensure we're designing relevant,
unique spaces. Who wouldn't want that?
It's a dream!

What are some key elements of
designing spaces for the food and
beverage industry?
We strive to create spaces for our customers to gather and connect over coffee,
while also designing for our baristas and
the space where they create coffee, customize drinks and serve delicious food.
The Starbucks Reserve Roastery
and Tasting Room, which VMSD
featured in its April issue, is part of
your portfolio. What were some of
your priorities when tackling this
enormous task?
I focused on creating a space that [would]
allow customers to discover Starbucks
Reserve coffee in a way like never before.
Designing the [project] elevated the craftsmanship and celebrated creativity and
attention to detail.
If you could inhabit a space by any
designer, present or past, whose
would it be and why?
I have two. Ludwig Mies van der Rohe
and Jules Wabbes - both create beautiful
designs with timeless style and amazing
function.
OK, we have to ask: How do you
take your coffee?
I love Starbucks Sumatra as a freshly
brewed coffee press or as a pour-over. 

C our te sy of s tar bu C ks Co ff ee Co . , s e at tl e

Why choose a career in design?
My father was a fine cabinetmaker and
architect and my mother was in fashion
design. I think it's in my DNA.

http://www.vMsd.coM

VMSD - May 2015

Table of Contents for the Digital Edition of VMSD - May 2015