Mermaid Makeover

Just as the Fall semester was coming to a close and I was making one of my final journeys home from my History of American Popular Music class, my usual pass by the local Starbucks caught me by surprise. The store was closed, gutted, and a small piece of paper on one of the two front doors read, ‘We’re getting a brand new store’, as if to suggest that what was coming was a revolutionary new concept that would change one’s coffee / frappucino / poundcake / breakfast item consumption experience. I pondered what this experience might be like, though I thought little of it a few hours later.

As I returned to campus in January, I was making this same journey (to a different class of course) only to find the store still closed and the windows largely covered. There was, however, a new piece of paper on the front door. This time it featured much larger, bold print, proud to say that the store would be reopening ‘Tomorrow at 6 am’. Thoughts instantly raced through my mind. ‘Should I wake up early to say that I had the first drink at a new Starbucks?’ I thought to myself, ‘It would even make for a great go-to icebreaker comment in those awkward group situations.’ ‘Then again, I don’t have class until 11:30 tomorrow, and given that I’m sleep deprived, that extra time is sounding pretty great too.

Starbucks seems to have become a bit diluted as it has woven itself into mainstream culture, not unlike North Face jackets and Ugg boots.

I decided to pass on the morning debut, instead vying for two visits throughout the day – one at noon, the other at four. And I was surprised to find my expectations were met and exceeded. From the warm, spacious atmosphere to the abundant staff, each of whom was as energetic and friendly as the rest, bouncing around as they steamed milk, pumped caramel shots, and danced in the newfound home of the green mermaid. Even my tall, nonfat, decaf mocha with whip (hopefully I said it in the right order) tasted better than normal. And I couldn’t wait to enjoy one of the many different furniture and lighting options about. Unlike the stale store of old (which I learned was a converted Burger King), it was almost like someone’s house, with differences in every corner.

And this is a Starbucks we’re talking about here! The place where what you get in Hong Kong is the same thing you get in Hamburg which is no different than Houston. For a while, I found myself fleeing to boutique coffee shops because of this sterile replication of the familiar. And don’t get me wrong, I still do. I like the intricate spaces they offer with their poor-over drip methodology and one-of-a-kind branding, not unlike the original Pike Place joints. But for the first time, at least for me, a large chain felt small again, and the service and product quality matched that great feeling.

Yes, the Wi-Fi is still slow, and no there aren’t enough outlets for computers. But hey, at least the reclaimed urban wood makes for great tables. And the cushy chairs are actually comfortable to sit in – who would’ve thought!?

I was concerned for Starbucks. Since they’ve grown exponentially from the Pike Place purist roots of old, it seems to have become a bit diluted as it has woven itself into mainstream culture, not unlike North Face jackets and Ugg boots. The company even opened up a new line of stores with an entirely different name and feel to go back to those roots.

Now, however, with this redesign, perhaps this behemoth cofee company can reclaim some of what it pioneered in a thoughtful, modern form. Just as we emphasize with TEDxUofM, design can play a tremendous role in transforming a space and what it feels like to experience that space. For me, it offers a more comfortable work / meeting space. And for Starbucks, it’s potentially the birth of an even more loyal following. That is, as long as the caramel lattes and java chip frappuccinos (and oh yeah, the coffee) still pack a punch.

Seth Samuels