STORE SPACES

Another first for Starbucks: Store on a train

BY Marianne Wilson

New York — Starbucks Coffee Company and Swiss Federal Railways (SBB) on Thursday unveiled the first-ever Starbucks store on a train. The store’s maiden voyage will take place on the train line running from Geneva Airport to St. Gallen in Switzerland on Nov. 21 at 6:36 a.m.

The design of the unusual store is contemporary and focused on comfort, yet at the same time functional, with a color scheme inspired by coffee. The exterior of the sleek red and white car is branded with Starbucks siren logo on both sides including ‘Starbucks’ text.

White icons representing menu items including beverages and muffins, as well as the Fairtrade symbol and an image of Starbucks espresso machines were created and placed on the windows to highlight the offering inside the train car.

Inside, the experience on the car is split between two levels and features a warm and welcoming color palette inspired by the shades and tints associated with coffee, from dark roasted brown beans to snowy white steamed milk. The two levels provide seating for a total of 50 people.

On the entry level, the baristas will serve passengers from behind a curved wooden bar that also features a small pastry case. There is a standing bar provided for customers to enjoy their drinks.

The upstairs boasts a uniquely designed lounge area, with an intimate feel. It offers travelers a relaxing area to enjoy their favorite Starbucks beverages. The materials used to create the experience include distinctive beige-colored leather, moveable club chairs and wooden community tables.

To add Swiss-inspired details, special dials resembling watch faces were crafted and built into all of the upstairs tables. Each has a number on it which is also used to support table service, so customers can order from their seats and have drinks delivered.

“It was an incredible and rewarding challenge to design our first ever Starbucks store on a train. We had to combine functionality and beautiful design, whilst taking into account a variety of factors such as constant movement of the train, space limitation and stringent safety regulations,” said Liz Muller, director of concept design for Starbucks.

Muller added that the venue is one of the smallest espresso bars and stores the company has ever designed and is a result of a unique collaboration of experts, including local designers and engineers from SBB.

keyboard_arrow_downCOMMENTS

Leave a Reply

T.Platt says:
Nov-15-2013 02:54 pm

Java Dreams
Kudos Starbucks!! lever up when Adam Brotman seeds Java Dreams for train riders everywhere, via #CEM http://amex.co/13rIN5K

T.Platt says:
Nov-15-2013 02:54 pm

Kudos Starbucks!! lever up when Adam Brotman seeds Java Dreams for train riders everywhere, via #CEM http://amex.co/13rIN5K

Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

View Results

Loading ... Loading ...
News

Under Armour to acquire fitness technology company

BY CSA STAFF

Under Armour is in the process of acquiring MapMyFitness, a fitness technology company powering one of the world’s largest digital fitness communities.

Under Armour will leverage the fitness platform to expand its digital capabilities. MapMyFitness has one of the largest connected fitness communities in the world and offers a diverse suite of websites and mobile applications under its flagship brands MapMyRun and MapMyRide. Utilizing GPS and other advanced technologies, MapMyFitness provides users with the ability to map, record and share their workouts.

"This partnership is about Under Armour enhancing our digital expertise to drive the future of performance innovation for the global athlete community," said Kevin Plank, founder and CEO of Under Armour. "We will build on the community of more than 20 million registered users that MapMyFitness has cultivated in the connected fitness space, and together we will serve as a destination for the measurement and analytics needs of all athletes. Innovation has always been at the core of our company, and now we are better positioned to design open, digital products for the athlete of tomorrow and become more proactive in providing solutions that will help people across the world lead healthier lifestyles."

"MapMyFitness has engaged and built a global community, making advanced training tools more accessible through our web and mobile platforms,” said Robin Thurston, MapMyFitness co-founder and CEO. “The combination of Under Armour’s powerful commitment to athletes and innovation and our connected fitness technology allows us to better serve the needs of athletes around the world."

As a wholly-owned subsidiary of Under Armour, MapMyFitness will continue to operate out of its headquarters in Austin, Texas.

The deal is expected to close by the end of 2013 and the company’s previously provided 2013 guidance and preliminary 2014 outlook remain unchanged.

Under Armour was advised by the investment banking advisory firm Peter J. Solomon Company and the law firm King & Spalding LLP. MapMyFitness was advised by the investment firm Allen & Company and the law firm Wilson Sonsini Goodrich Rosati, Professional Corporation.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

View Results

Loading ... Loading ...
News

Rue21 opens 1,000th store

BY CSA STAFF

Rue21 has opened store number 1000 in the Enid Crossing Shopping Center in Enid, Okla. The location is one of the company’s new RueGuy format stores and features an expanded assortment of young men’s apparel and accessories in addition to the girls’ apparel, jewelry, footwear and beauty products.

“This was a pivotal year for our company: we launched our online website, introduced our new RueGuy store format, and transitioned from a publicly held to a privately owned company. We are looking forward to continuing our store expansion strategy and developing our brand as we grow past the one-thousand-store mark," stated president and CEO Bob Fisch.

Rue21 has opened more than 100 stores each year since going public in 2009. The retailer anticipates growing to more than 1,700 stores in the continental United States

"Our real estate model gives us the opportunity to open successfully in strip centers, regional malls and outlet centers in small or midsized communities where there are few teen specialty apparel retailers," said SVP of real estate Bob Thomson.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

View Results

Loading ... Loading ...