Launching an iconic in-store experience.
At a Glance
The Starbucks Roastery & Reserve team turned to the strategic partnership of Aquent Studios on a new and important venture—the launch of a unique in-store experience located on three floors of the iconic Empire State Building.
Capabilities Engaged
- Content Strategy
- Copywriting
- Photography
- Project Management
- Video
- Visual Design
- Website Design
Project Overview
Challenge
Starbucks was developing an extraordinary new store in one of the most notable buildings in the world—the Empire State Building. The mission—drive awareness and enhance brand perception for this one-of-a-kind Starbucks Reserve store with everything from in-store videos and photography to collateral and social media communications to website design and development. The store would be visited by both New York City locals and the many national and international tourists that visit the Empire State Building daily. The opportunity was tremendous.
Approach
As Starbucks’ strategic partner for the launch of this flagship store, our knowledge of the brand and creative expertise were invaluable in delivering the right creative. We brought together our team of Content Strategists, Visual and Digital Designers, Copywriters, and Project Managers to develop a strategy for all the creative assets and drive multiple workstreams. And we worked closely with marketing, product, and store development teams to ensure we understood the interdependencies and priorities of all creative deliverables.
What We Did
Campaign Strategy & Activation
Crafted strategy to drive awareness and engagement
Created the launch strategy including the overarching campaign messaging and visual identity that reflected the architecture and reverence of the iconic Empire State Building as well as the future state of what a Starbucks store can deliver.
Content & Storytelling
Developed a rich narrative for local and international audiences
Ensured messaging was on target and served each channel to its fullest expression across digital, print, and video, from in-store signage and menus to social media and web. Storytelling focused on the richness of this landmark location and the future state of Starbucks.
Creative & Content Production
Produced static and dynamic creative that wowed
Enhanced all touchpoints for launch across video, print, and social. Created multiple printed collateral pieces for their new full-service restaurant experience as well as all menu, food, and beverage brochures.
Showcased exclusive product offerings through video
Storyboarded, art directed, and produced a six-minute video featured on screens throughout the lobby highlighting the mouth-watering appeal and special ingredients of exclusive food and beverage items.
Introduced new signage system
Created and executed a new, sustainable signage system for wayfinding, menus, and merchandising to ensure customer journey was clear, easy, and exciting.
Experience Design & Development
Designed engaging microsite for the launch
Working closely with Starbucks’ development team, directed navigation, led multi-set photoshoot and production of all images, and wrote copy that provided information and created excitement.
