Faculty: Naandi Parikh

Investigate the New Starbucks Brand Language and Its Potential Effect on the Culture in India through the Lens of Retail Space Planning

In 2011, Starbucks entered the Indian market in partnership with Tata Global Beverages. For the first time, Starbucks operated its business out of a site that relied on a partner-owned and locally sourced coffee. Through a cooperation with Tata Global, Starbucks was able to enter effortlessly in the Indian market. on the relevant spatial experiences the global brand provides. Our research focuses on the management of the brand's foundational concept as well as the store design concepts based on various locations in India as well as we will pursue some online case studies around the world.
In addition, we aim to categorize our results to assist other brand and experience design teams in tackling identical difficulties.
Through the presentation of tools, manuals, guidelines, and sample checklists, we propose that store design teams in various locations can create compelling, locally relevant spatial experiences that successfully integrates the worldwide brand concepts.
Starbucks has been widely welcomed by clients in this new market where western products are viewed as superior due to its reputable brand name.
The purpose of this study is to examine how Starbucks manages to create experiences that are expressively localized and uniformly designed around the world while adhering to global brand management principles.
Through a literature review and a series of interviews with store designers, design managers, and brand idea specialists at Starbucks, we will collate branding and design strategies, with a focus