starbucks’ chosen “next destination

first store curated magazine featuring 60 stores nationwide in one volume

global coffee brand Starbucks has releasedits first store magazine, a curated collection of 60 unique locations across the country.’60Starbucks Stores: The Must-Visit Destination,” showcases the brand’s new content strategy by showcasingits stores as places to be experienced, like a destination, ratherthan just a place to sell coffee .

the magazine, which will be available for pick-up at major Starbucks stores nationwidestarting in January 2024 , captures the brand’s philosophy, space design, localism and stories. with only 60 of the brand’s 2,000+ stores nationwide, each location has its own unique charm and meaning.

a new way to showcasebrand philosophy in space

starbucks entered the Korean market in 1999 with the opening of Ewha Womans University in Seoul. in the more than 20 years since , Starbucks has brought coffee culture and brand experience to everyday life, andwith this store magazine, the company is expanding the way it connects with customers.

the project focused on visually curating the brand’s values and spatial philosophyto help customersfind new meaning in familiar spaces. it’smore than just an introduction to the store, it’s a “why go here” story.

the Starbucks brand marketing team at the center of theplanning and production

this content was planned and executedby the Starbucks Brand Marketing team, Store Marketing.

hamin Kim, Associate Manager, oversaw the overall concept and strategy, while Sohyun Cho, Partner,led the practical work, from store selection to content creation and operation.

“We wanted to create a structurethat would make the space itself feel like a destination, not just a list of stores,” they said.

nine themes and 60 stores The magazine wasn’t always about the number 60.

the idea was to first identify nine themes that would be interesting from a customer perspective,and then select the stores that best fit each theme. the result was a natural selection of 60 stores, each of which becamea destination with a specific concept and story.

starbucks as a destination, an experience beyondcoffee

the store magazine is not just a promotional piece. in an era where space itself is content, brands are using their stores to connect with customers on a deeper level. with this magazine, Starbucks weaves together their approach to space design, local culture, sustainability, and customerexperience into a compelling narrative.

the “next place” Starbucks suggests couldbe a special Starbucks in your neighborhood.this book is Starbucks’ most intuitive and emotional attempt to communicate the brand’s message through space.