Starbuck’s has been opening new locations named after the street address in an effort to capture fresh markets.
This Effort by Starbucks describes a store design problem that is related too, but not exactly the same as “unbranding.” It is telling us that the market is saturated and cannot support the same shop over and over again. My idea of unbranding, in the context of this discussion, goes more to the question raised by John Freeman in the previous post about Bathesda Row when he said that he “hated brands.” The comment was made in the context of a discussion about storefront design. My interpretation of this is that he hated the uniformity, the lack of surprise, even the visual dominance of the well known brands. As of 2025 I am not sure if this strategy was ever developed. It does though bring up an interesting idea that may have more relevance in the future.
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