DDI - September 2010 - (Page 28)

28 AWARDS 2010 Retail Design Influencers Tim Pfeiffer Senior Vice President, Global Design, Global Development, Starbucks Coffee Co. Influential work: Developed customized solutions for the seven global regions and thousands of communities that Starbucks Coffee Co. serves. As a major piece of this new design philosophy, Starbucks has made a statement to the retail world: “Every new company-owned store will be LEED-certified beginning end of year 2010.” Q: How have you adapted your design philosophy to the current retail climate? A: I recognize our global customers have far greater expectations for more complex design and more competitive options than ever before. The value proposition, coupled with a tentative consumer appetite, has influenced my approach for a locally relevant market and customer-need-focused design direction. We are delivering on this proposition. The philosophy focuses on generating authenticity, familiarity and comfort that matches a customer’s desire to be a part of the lifestyle environment that we are creating in every coffee shop. Q: How has the year 2010 been defined for you? A: It has been a year of innovation and transformational design for the Starbucks brand. Identifying core brand values and interpreting our mission into iconic store formats, design elements, textures and art work packages that speak of our 40-year coffee heritage. Q: Will you approach projects and designs differently going forward? A: My approach remains complex and authentic. Focused brand guardrails, authenticity of materials and flexibility in design, and a comprehensive understanding of our global emerging markets require broad vision to deliver locally relevant environments that draw consumers and create early adopters. The initial customer’s attachment to both the environment and product generates the loyalty that establishes the brand in that community and draws attention. James Mansour Principal, Mansour Design Influential work: Creating the brand identity, store design, packaging and advertising campaign for the Limelight Marketplace project in Manhattan. Also, a new concept design for the second Limelight Marketplace project, to debut in Washington, D.C. Q: How have you adapted your design philosophy to the current retail climate? A: We don’t sell design—we design to sell. We constantly challenge ourselves on behalf of our clients. Six rules to live by in today’s retail climate: be authentic; be engaging; deliver a meaningful benefit; unleash the consumer’s ability to choose; design with insight—entice with creative, compelling experiences; be prepared to validate what works and what doesn’t, and value the results. Q: Where does design rate on the retail importance scale today? A: No more or less than before—though, one doesn’t see many personal interior designers or “starchitects” hired by CEOs to design stores—that’s a plus. Q: Will you approach projects and designs differently going forward? A: There is no excuse for not moving to next—we always strive to make a difference. I’m reminded of a small sign that sits on the desk of Ed Razek, president and chief marketing officer at Limited Brands. It reads: “Expect Nothing. Blame No One. Do Something.” | September 2010

Table of Contents for the Digital Edition of DDI - September 2010

DDI - September 2010
Table of Contents
From the Editor
Newsworthy
Shopper Insights
Greentailing
Editor’s Choice
Portfolio Awards 2010
Retail Design Luminaries
Retail Design Influencers
Design Firms of the Year
Best Visual Merchandising Programs
Retailer of the Year
Best-Designed Stores of the Year
Retail Standouts
Calendar
Advertisers
Classifieds
Think Tank

DDI - September 2010