1. PRESENTATION 02_05.01.2008
ORANGE 22 DESIGN LAB LLC
125 west 4th street studio 102
los Angeles ca 90013
213.972.9922 main
213.972.9923 fax
www.orange22.com
PROJECT RE-IGNITE

2. TABLE OF CONTENTS
1. RECAP
2. MODULAR SYSTEM
3. KIT OF PARTS
4. SIGNATURE
5. MY STARBUCKS
6. ON THE GO (DRIVE THRU)
SOUTHERN CALIFORNIA RESOURCE GUIDE

3. From our observations we strongly feel that Starbucks can not be all things to all people.
The current Starbucks retail-design approach goes against the ideals and fundamentals of
“community.”
You are simply too big.
You need to be perceived as smaller.
We have asked questions to see how the store brand aligns with the Starbucks Brand Values.
We believe the answers to our questions empower us to create new parameters that will inform
and assist the Starbucks Design Partners in radically transforming the Starbucks customer
experience into one that is more community-centric and authentic.
ORANGE22 DESIGN LAB 3

4. Our Proposal:
We would like to design 3 different spaces. Each space catering to the
unique demands of our 3 Los Angeles customer profiles.
We define these 3 design directions as:
1. For the Tourists - Starbucks Signature
2. For the Locals - My Starbucks
3. For the Commuters - Starbucks On The Go (Drive Thru)
ORANGE22 DESIGN LAB 4

5. Three Design Directions
Signature My Starbucks On The Go
• Size Potential: Large • Size Potential: Medium • Size Potential: Small
• Locations: Key tourist destinations • Locations: Residential Communities • Locations: Key commuter patterns
• Brand Attributes / Value: The humanistic • Brand Attributes / Value: Comfort, • Brand Attributes / Value: Efficient,
Starbucks, Global Relevance, Mission Community, Local Relevance, Fun, Powerful, Ah-ha moment, Discovery
• Our Goal: To design a space that teaches Reaffirmation • Our Goal: To design a space that tells
customers how coffee is made, where it • Our Goal: To design a space that’s the SB story over many visits in short
comes from and bring them behind the about the customer and their specific bursts of 5 min intervals.
scenes to learn about how Starbucks was neighborhood to have local relevance.
founded and its long term vision & goals.
ORANGE22 DESIGN LAB 5

6. Now that we have defined our customers:
1. What are their needs and expectations?
2. How do we satisfy these needs in the physical space?
3. How do we tell an authentic Starbucks story within the number of visits
and length of stay that we have with our customer?
ORANGE22 DESIGN LAB 6

7. We believe the answers to these questions start with a system that allows
for modularity and flexibility resulting in long term sustainability.
Modularity + Flexibility = Sustainability
Based on the functional needs of our customers, we have developed a ‘Kit
of Parts’. These ‘Parts’ can be combined in a variety of ways to create a
multitude of different spatial experiences.
ORANGE22 DESIGN LAB 7

8. Modular System OPPORTUNITY
Metal Framework Cladding Framework + Cladding
ORANGE22 DESIGN LAB 8

9. Flexibility OPPORTUNITY
Modular System allows for multiple variations
Signature My Starbucks On The Go
ORANGE22 DESIGN LAB 9

10. Kit of Parts FURNITURE • FIXTURES • EQUIPMENT
Laptop Table - Barista Expo Bar Lounge Chair & Express Drip Coffee Coffee Bean Display
One Top Ottoman Station
Laptop Table - Mobile Coffee Bar Planter Condiments Tea Display
Two Top
Community Table & Bench w/planter Privacy Screen Recycle Bin Merchandise Display
Workstation Fixture
Solar Charging End Table Community Fireplace Community Wall Messaging Display
Station - Awning System
Solar Charging Bar Table & Stools Demonstration Kids Area Travel Center
Station - Umbrella Roaster
ORANGE22 DESIGN LAB 10

11. Laptop Table - One Top KIT OF PARTS • FURNITURE
Key Functions
• Mobile laptop desk for one
person.
• V-shaped channel holds books
and plugin modules for power
ports & cupholders
• Hooks for hanging backpack or
bag.
ORANGE22 DESIGN LAB 11

12. Laptop Table - Two Top KIT OF PARTS • FURNITURE
Key Functions
• Bar height laptop desk for two
people.
• V-shaped channel holds books
and plugin modules for power
ports & cupholders
• Hooks for hanging backpack,
bags or jacket.
ORANGE22 DESIGN LAB 12

13. Community Table & Workstation KIT OF PARTS • FURNITURE
Key Functions
• Bar height laptop table that
seats 4-6 people.
• V-shaped channel holds books
and plugin modules for power
ports & cupholders
• Hooks for hanging backpack,
bags or jacket.
• Place two or three tables
together to create a comunity
great table.
ORANGE22 DESIGN LAB 13

14. Solar Charging Station - Awning KIT OF PARTS • FURNITURE
Key Functions
• Attached to the awning are
powerful solar power generators
designed to charge virtually all
handheld electronics.
• Power receptacles attach to the
awning on a track and drop from
above allowing customers to plug
in from a variety of positions
below.
• Solar panels are moveable to
adjust to lighting conditions.
• Solar panels also provide shading
to customers below.
Renewable Energy
Powered by the Sun
ORANGE22 DESIGN LAB 14

15. Solar Charging Station - Umbrella KIT OF PARTS • FURNITURE
Key Functions
• Modify existing Starbucks
umbrella with flexible solar
panels.
• Umbrella slots into custom
table fixture with power ports in
middle of table top.
• The Solar power generators can
charge virtually all handheld
electronics.
• Solar panels are flexible allowing
partners to take down and store
indoors after hours.
• Umbrella also functions as a
shading device to customers
below.
Renewable Energy
Powered by the Sun
ORANGE22 DESIGN LAB 15

16. Barista Expo Bar KIT OF PARTS • FURNITURE
Key Functions
• To allow customers to sit
and watch the coffee making
process.
• A place to sit and wait for their
drink.
• Create a setting similar to a
friendly ‘Bartender’.
ORANGE22 DESIGN LAB 16

17. Mobile Coffee Bar KIT OF PARTS • FURNITURE
Key Functions
• Mobile cart for serving coffee
outdoors or on the street.
• Could be used for hosting events.
• Lockable shelving for storing
goods and equipment.
ORANGE22 DESIGN LAB 17

18. Bench w/planter KIT OF PARTS • FURNITURE
Key Functions
• Custom outdoor bench made
from recycled freeway aggregate.
• Built in planter.
• Moveable and flexible table
surface for working on a laptop
or to use as an end table.
Made from Recycled
Freeway Aggregate
ORANGE22 DESIGN LAB 18

19. End Table KIT OF PARTS • FURNITURE
Key Functions
• Custom outdoor/indoor end table.
• Moveable and flexible table
surface for working on a laptop
or to use as seating.
ORANGE22 DESIGN LAB 19

20. Bar Table & Stools KIT OF PARTS • FURNITURE
Key Functions
• Custom bar height table and
stools.
• Lightweight and easily moveable.
• Table has wheel for moving.
ORANGE22 DESIGN LAB 20

21. Lounge Chair & Ottoman KIT OF PARTS • FURNITURE
Key Functions
• Comfortable indoor/outdoor
lounge seating.
• Bent plywood construction allows
for stacking. Cushions can be
removed and stowed after hours.
ORANGE22 DESIGN LAB 21

22. Living Wall/ Modular Planter KIT OF PARTS • FURNITURE
Key Functions
• Modular planters.
• Made from recycled freeway
aggregate (asphalt & concrete)
• Can be stacked to form a wall or
screen.
Made from Recycled
Freeway Aggregate
ORANGE22 DESIGN LAB 22

23. Privacy Screen KIT OF PARTS • FURNITURE
Key Functions
• Half inch tubes bundled
together at base to form a semi-
transparent screen or barrier.
• Tubes made from recycled water
bottles.
• Multiple screens can be placed
together to create a wall.
• Base made of recycled concrete
Made from Recycled
water bottles
ORANGE22 DESIGN LAB 23

24. Community Fireplace KIT OF PARTS • FURNITURE
Key Functions
• Fueled by clean-burning,
renewable, denatured alcohol.
No flue, piping, conduit or
ventilation necessary.
• Fireplace is moveable for
maximum flexibility.
• Bench seating around fireplace
for gathering.
Fireplace uses clean burning
denatured alcohol.
ORANGE22 DESIGN LAB 24

25. Demonstration Roaster KIT OF PARTS • EQUIPMENT
Key Functions
• A personable ‘black apron’
employee demonstrating the
roasting process who engages
and interacts with customers
• To explain the different types of
roasts and their flavors.
• Provide table for coffee tastings
and cuppings.
• Have a viewing area with seating
and drink rails.
• Roast coffee for that store.
• The aroma of fresh roasted beans
• Use eco-friendly roaster.
• Microphone for announcing
events and demonstrations.
Eco-Friendly Roaster
ORANGE22 DESIGN LAB 25

26. Express Drip Coffee Station KIT OF PARTS • EQUIPMENT
Key Functions
• Self serve coffee dispensers that
allows customers to get coffee
more quickly.
• The ultimate gourmet drip coffee
display that features a wider
variety of brewed coffee’s.
• Unique canisters for dispensing
coffee.
• Shallow basin for capturing spills
and overfill.
ORANGE22 DESIGN LAB 26

27. Condiments Station KIT OF PARTS • EQUIPMENT
Key Functions
Condiment Shakers Milk Carafes
• Pull away from wall and used as • Nutmeg • Whole Milk
an island fixture. • Cinnamon • Half & Half
• Vanilla • Skim Milk
• Allow for multiple people to use
• Chocolate • Soy Milk
at the same time. • Sugar
• Hold all existing SB condiments,
trash & drain for excess coffee.
• Streamline and reduce in size
to allow for multiple condiments
stations.
• Easily cleanable surface.
Trash Sweetener Packets
• Equal
Napkins • Sweet N’ Low
• Sugar in the Raw
Straws & Stir Sticks • Splenda
ORANGE22 DESIGN LAB 27

28. Trash/ Recycle Bin KIT OF PARTS • EQUIPMENT
Key Functions
• Provide separate receptacles
for recycling of compost, paper,
plastic, aluminum & glass.
• Raise awareness of Starbucks
commitment to the environment
• Tell customers where recycled
goods go when they dispose of
them.
Separate Bins for:
• Trash
• Compost
• Paper
• Glass
• Aluminum
ORANGE22 DESIGN LAB 28

29. Community Wall KIT OF PARTS • INDOOR FURNITURE
Key Functions
• Provide an area for community
expression, events, buy/sell etc.
• Modular to accommodate size
variations from store to store.
• Needs to be flexible and easy to
update.
• Chalkboard for writing, Cork or
magnetic surface for pinning up
flyers and announcements.
• Should communicate the flavor
of the local community.
ORANGE22 DESIGN LAB 29

30. Kids Area KIT OF PARTS • INDOOR FURNITURE
Key Functions
• Provide an area for kids to play
and interact
• Provide seating for parents to sit
and watch.
• Single entrance & exit of kids
area.
• Emphasis on education,
interaction & literacy.
• Safety - needs to be located in a
safe part of the store & not close
to any exit.
• Surrounding furniture and
fixturing should be low profile
to allow for good sightlines and
visibilty.
ORANGE22 DESIGN LAB 30

31. Merchandise Display System KIT OF PARTS • FIXTURES
Key Functions
• Modular display system.
• Flexible and adjustable shelving
options.
• Built in system for category
signage and product information.
Shelving made from
renewable Bamboo
ORANGE22 DESIGN LAB 31

32. Messaging Display System KIT OF PARTS • FIXTURES
Key Functions
• Changeable messaging system.
• Module for indoor/outdoor that
attaches to a wall. Multiple sign
banners are attached to a roll
inside module. Allows for new
message daily.
ORANGE22 DESIGN LAB 32

33. Coffee Bean Display KIT OF PARTS • FIXTURES
Key Functions
• Display coffee beans in open
bins.
• Allows customer to interact with
coffee beans.
• Locate adjacent to engine for
Barista’s to access.
• Should be organized by coffee
region and describe varietal
flavors.
• Scoops and scales for dispensing
their own souvenir bag of coffee.
ORANGE22 DESIGN LAB 33

34. Tea Display KIT OF PARTS • FIXTURES
Key Functions
• Display Starbucks Tea varieties
and inform customers about
origin, quality & flavors.
• Jars or canisters so customers
can dispense their own tea.
• Provide cups, filters & hot water
so customers can brew their own
unique tea blend.
• A place to stand or sit and drink.
ORANGE22 DESIGN LAB 34

35. Travel Center KIT OF PARTS • EQUIPMENT
Key Functions
• Orient tourists and travelers to
the local region with a map of
the area.
• Explain local history and
significant landmarks in the
area.
• Computers with internet access
to let customers check email and
plan trip.
• Download podcast tour of local
area.
ORANGE22 DESIGN LAB 35

36. Starbucks Signature
Architectural Emotional
• Authentic/ Vintage • Theatrical
• Layered/ Textural • Exciting
• Interactive/ Educational • Surprise
• Decoration & Ornamentation • Nostalgic
• Wood Floors • Romantic

37. Floorplan SIGNATURE
TEA DISPLAY
MERCHANDISE
GRAPHIC PANELS
DISPLAY TRAVEL CENTER
(COFFEE JOURNEY)
ENGINE
COFFEE BEAN
DISPLAY
REFRIGERATOR
CASE
BARISTA STATION
W/PASTRY CASE
GRAB & GO
MERCHANDISE
EXPO BAR
CAFE SEATING
DEMONSTRATION
ROASTER
CONDIMENTS LOUNGE
EXPRESS DRIP
COMMUNITY
WALL
GREAT TABLE
GRAPHIC PANELS RECYCLE
(COFFEE JOURNEY) TRASH BIN
BENCHES
PATIO
3,300 SQ FT FIRE PLACE
SIGNATURE
ORANGE22 DESIGN LAB 37

38. Zone Diagram SIGNATURE
REGIONAL STORY
ENGINE
STARBUCKS COFFEE
JOURNEY
INDOOR LOUNGE
CIRCULATION
ZONE
OUTDOOR LOUNGE
3,300 SQ FT
SIGNATURE
ORANGE22 DESIGN LAB 38

39. View of Engine SIGNATURE
ORANGE22 DESIGN LAB 39

40. Demonstration Roaster SIGNATURE
ORANGE22 DESIGN LAB 40

41. Millwork SIGNATURE
Express Drip Display
Barista Expo Bar Condiments
ORANGE22 DESIGN LAB 41

42. Fixtures SIGNATURE
Travel Center Tea Display
ORANGE22 DESIGN LAB 42

43. Materials SIGNATURE
ORANGE22 DESIGN LAB 43

44. Lighting & Local Art SIGNATURE
ORANGE22 DESIGN LAB 44

45. Local Furniture SIGNATURE
ORANGE22 DESIGN LAB 45

46. Outdoor Experience SIGNATURE
ORANGE22 DESIGN LAB 46

47. My Starbucks
Architectural Emotional
• Lounge Space/ Home Office • Home/ Comfort
• Tactile & Textural • Welcome/ Warm/ Soothing
• Lived In & Cozy • Safe
• Neutral/ Soft lighting • Slow/ Laid-Back/ Casual
• Gathering Space • Familiarity

48. Floorplan MY STARBUCKS
TEA DISPLAY
COFFEE BEAN
DISPLAY ENGINE KIDS AREA
EXPO BAR
BARISTA STATION REFRIGERATOR
W/PASTRY CASE CASE
OFFICE BAR
GRAB & GO
MERCHANDISE
CONDIMENTS COMMUNITY
WALL
LOUNGE
EXPRESS DRIP
CAFE SEATING
RECYCLE
TRASH BIN
GREAT TABLE
BENCHES
OUTDOOR PATIO
FIRE PLACE
2,600 SQ FT
MY STARBUCKS
ORANGE22 DESIGN LAB 48

49. Zone Diagram MY STARBUCKS
KITCHEN KIDS ROOM
HOME OFFICE
LIVING ROOM
DINING ROOM
OUTDOOR PATIO
2,600 SQ FT
MY STARBUCKS
ORANGE22 DESIGN LAB 49

50. Community Worktable MY STARBUCKS
ORANGE22 DESIGN LAB 50

51. Laptop Work Areas MY STARBUCKS
Indoor/Outdoor Solar
charging stations
ORANGE22 DESIGN LAB 51

52. Lounge Space MY STARBUCKS
Community Wall
ORANGE22 DESIGN LAB 52

53. Kids Area MY STARBUCKS
ORANGE22 DESIGN LAB 53

54. Millwork MY STARBUCKS
Barista Expo Bar
Express Drip Station Condiments & Recycle Bin
ORANGE22 DESIGN LAB 54

55. Outdoor Patio MY STARBUCKS
ORANGE22 DESIGN LAB 55

56. Outdoor Furniture MY STARBUCKS
ORANGE22 DESIGN LAB 56

57. Materials MY STARBUCKS
ORANGE22 DESIGN LAB 57

58. Lighting & Local Artists MY STARBUCKS
ORANGE22 DESIGN LAB 58

59. Local Furniture MY STARBUCKS
ORANGE22 DESIGN LAB 59

60. Outdoor Experience MY STARBUCKS
ORANGE22 DESIGN LAB 60

61. On The Go
Architectural Emotional
• Clean Lines • Speed/ Fast/ Motion
• Limited Materials/ Color • Immediate
Pallet • Energy/ High Intensity
• Open/ Transparent • Unusual/ Unique/ Curious
• Smart/ Easily Up-Datable • Exciting

62. Floorplan ON THE GO
ORDER
WINDOW MESSAGING
DISPLAY
LED TICKER
LIVING WALL
MENU BOARD
OUTDOOR
SEATING LIVING WALL
PRIVACY
SCREEN PRE-ORDER
MENU BOARDS
Starbucks
Oceanside, San Diego
ORANGE22 DESIGN LAB 62

63. Zone Diagram ON THE GO
PICK UP & EXIT
WAITING ZONE 2
POST-ORDER
ORDER ZONE
OUTDOOR PATIO
WAITING ZONE 1 - PRE-ORDER
Starbucks
Oceanside, San Diego
ORANGE22 DESIGN LAB 63

64. View of Drive Thru & Outdoor Patio ON THE GO
ORANGE22 DESIGN LAB 64

65. View of Living Wall ON THE GO
ORANGE22 DESIGN LAB 65

66. Message Delivery System ON THE GO
DAY 1 DAY 2 DAY 3 DAY 4 Etc...
Did you know that with some
Did you know that if everyone My first picture had fifty- Did you know that in 2005 at
basic auto maintenance – a tune
who reads this today replaces three scenes and it was up, an oil-change, clean filters Starbucks we quadrupled our
one lightbulb in their home to freely predicted I would be and properly inflated tires – each wind energy purchace to
a compact fluorescent light, it fired for wasting so much United States household could equal 20%. That year, the EPA
would be like eliminating the time and film… It took three reduce their greenhouse gas acknowledged our efforts
emissions of approximately days to make.” emissions by 3200 pounds and with a Green Power Leader-
89,000 cars for one year? save 10% on rising gas costs at ship Award.
the pump?
ORANGE22 DESIGN LAB 66

67. Message Delivery System ON THE GO
ORANGE22 DESIGN LAB 67

68. Living Wall ON THE GO
Modular Stacked planters to create
living wall. Planters are made from
recycled Freeway aggregate.
ORANGE22 DESIGN LAB 68

69. Commuter Imformation Board ON THE GO
LED ticker board giving
customers necessary
information: Traffic info,
news, sports & stock
quotes.
ORANGE22 DESIGN LAB 69

70. Materials ON THE GO
ORANGE22 DESIGN LAB 70

71. Lighting ON THE GO
ORANGE22 DESIGN LAB 71

72. Local Furniture ON THE GO
ORANGE22 DESIGN LAB 72

73. Outdoor Experience ON THE GO
ORANGE22 DESIGN LAB 73