Starbucks

Charles Sparks + Company has been among a select group of consultants since June 2008 engaged to help the coffee company develop new thinking about the store experience. The recent remodeling of their suburban Streets of Woodfield Shopping Center location in Schaumburg, IL represents one of three directions going forward; identified as ‘regional modern.’

Back To Its Roots

It began with a strategic brief that sought a return to the soul of the company and how it all began: the coffee and its story, local community relevance, and the ‘third place’ experience. Sparks knew there had to be a unique perspective to bring to the environment of the store, one that draws from cultural places. It had to peel away predictable images of overt commercialism and “get more real.”

The Intelligent Place

From the use of re-claimed wood and re-purposed materials to the relaxed but organized plan, the design seeks to be an oasis of conviviality for shoppers, tourists, business professionals, students and moms with strollers in this suburban location. The result welcomes those on-the-go, groups with meetings and those that choose to just relax. With a mix of artisan-crafted tables and unique hand-made light fixtures, the place seeks to elevate the experience and communicate a sense of being in an intelligent place, welcoming while hip. The floor plan flows connecting distinctive seating zones where visitors can socialize or “be alone together.” There are surprises of texture and subtlety in the contrasts of smooth to rough hewn materials. There are animated dimensional surfaces of re-claimed wood appliques to wall surfaces that offer up a visually rich palette.