A Strategic Push for Familiar Comfort (Image Credits: Images.fastcompany.com)
Starbucks continues its overhaul under CEO Brian Niccol by introducing redesigned ceramic cups and oversized chairs aimed at recapturing the brand’s signature warmth.
A Strategic Push for Familiar Comfort
Executives at Starbucks challenged their design team with creating standout vessels and seating that embody comfort and invitation. These elements serve as direct connections between customers and the brand. Dawn Clark, senior vice president of global concepts and design, emphasized their role in signaling warmth, comfort, and generosity. The initiative fits into broader changes that include refreshed store layouts, employee programs, attire, and offerings. Recent financial reports showed the company’s first U.S. sales growth in two years following these updates.
Niccol, who assumed leadership in 2024, directed the effort toward rediscovering Starbucks’ core appeal. Designers drew from historical influences and practical needs to develop items suited for everyday use. Prototypes underwent rigorous testing with input from executives and baristas alike. The focus remained on functionality amid aesthetic goals.
Engineering the Versatile Ceramic Cup
Starbucks developed five glazed ceramic cups tailored for in-store enjoyment across drink sizes from espresso shots to large lattes. Each features a unified tapered shape for brand consistency. Options include white versions with hand-painted green siren logos and rims, alongside green ones with embossed designs. The wide mouth facilitates smooth sipping, addressing flow challenges that vary by size.
Inspiration blended Italy’s espresso traditions with Starbucks’ trading heritage, merging European elegance and American practicality. Teams prototyped four concepts via 3D printing, refined them based on feedback, and produced ceramics for final evaluation. Durability against repeated dishwashing proved essential. Clark noted the design’s excellence in handling liquid transfer from cup to mouth. Future merchandising could include seasonal variants.
Resurrecting the Oversized Lounge Chair
The new chair echoes Starbucks’ 1990s purple velvet icons, which encouraged lingering with their exaggerated scale and texture. Those seats allowed creative lounging, from shared sitting to propping feet. Niccol sought a modern equivalent that sparks desire among patrons spotting it occupied. The updated version combines 1990s plushness with midcentury elements, featuring robust wood framing and voluptuous arms in signature green velvet.
Development started with an adjustable ergonomic frame to test postures, followed by cardboard models for form, and culminated in production samples. Clark described it as generously inviting, prioritizing comfort over maintenance ease. Stores likely receive one or two units, built to last five to ten years with cleaner fabrics. The design conveys confidence for relaxed use, despite premium costs that phased out predecessors.
Design Process Highlights
Both items emerged from in-house collaboration emphasizing iteration and real-world viability.
- Cups: 3D-printed frontrunners tested for scalability, drink flow, and dishwasher resilience.
- Chairs: Ergonomic bases refined into curvaceous forms via massing models.
- Shared silhouette mandates across sizes for cups; visual heft for chairs to signal sturdiness.
- Stakeholder reviews from baristas to leaders shaped refinements.
- Historical nods, like 1990s seating, informed nostalgic yet updated aesthetics.
Key Takeaways
- New cups offer five ceramic sizes with tapered design for optimal sipping.
- Chairs revive plush 1990s style in green velvet for irresistible comfort.
- U.S. rollout by late 2026, international cups in 2027, enhancing café dwell time.
These additions reinforce Starbucks’ commitment to intimate brand experiences through tangible comforts. Clark underscored their link to the company’s essence. As cafés evolve, they promise to draw customers back for extended stays. What changes would you make to your favorite coffee spot? Share in the comments.