Of course, the name Starbucks is synonymous with coffee. Gourmet coffee, to be exact. On any given day, millions of Americans willingly line up for the chance to spend their hard-earned money on one of an often-daunting array of hot, tempting choices from all over the world. Yet the majority of these customers come and go daily unaware of the special “Reserve” section of exotic coffees on display in an alcove of their local store.
It didn’t take long for the company to realize it needed to draw more attention to this segment of its business. So those in charge contacted the people they felt could make this happen…Premier Store Fixtures. “They had a concept in mind, and contacted us with the project,” states Premier Vice President Nelson Goodman. “So we sat down with them, then drew up a plan and produced it. We knew the ‘Reserve’ section was in a less-than-prominent corner of each store, and set out to design a wall fixture that would make people stand up and take notice.”
The first store for the new look was the Starbucks on West Broadway in New York City. According to Goodman, the challenge was “to create a display that matched the richness and appeal of the Starbucks ‘Reserve’ coffees, which feature their exotic, rare, and most exquisite varieties. At the same time, because most Starbucks locations have limited space with which to build, the new fixture would be designed to work in conjunction with an existing store column. Fortunately, we’ve done many projects for Starbucks over the last five years or so, and had a good idea of what they wanted.”
The Premier Store Fixtures team quickly decided to transform an ordinary store column into an ‘attraction in and of itself’ that was both decorative and informative, using a combination of wood and steel components. “What we did was ‘wrap’ the column in steel, resulting in a unique, eye-catching display,” Goodman explains. “Then, to make sure the Starbucks brand logo really ‘popped’ for customers entering the store, we tinted the steel black, and created the lettering in a luxurious metallic champagne finish. The minute people see it, they get the feeling ‘something special is going on over there’, and walk over to get a better look.”
Actual customer comments and data support Goodman’s assessment, and feedback from the client has been very positive. “They’re very happy with the new fixture,” he says, “and feel it not only spotlights the ‘Reserve’ coffees, but adds an exotic new ‘flavor’ to the entire store.”
In other words, if Starbucks can brew it up, Premier Store Fixtures can create the display that will get their customers to drink it up.