Cracked X Starbucks - Siren

The Brief

Create a space at 'London Coffee Festival’ that helps Starbucks speak to trade customers whilst redefining their current perceptions in the market place.

The Strategy

Show how Starbucks have always kept pace with the latest innovations to satisfy the coffee-loving craves of the nation.

The Idea

Starbucks disguise themselves within an artisan coffee shop, to surprise trade customers with their delicious innovations.

The Execution

Siren.

A coffee shop and workspace in the heart of Shoreditch that offered the ambience of a ‘craft’ coffee shop whilst serving Starbucks, to challenge perceptions of it just being a ‘corporate’ coffee brand.

Siren (named after the Starbucks logo) used ‘Calling Cards’ to lure customers away from the festival and into the quiet space where they could relax, sample Starbucks’ latest innovations and learn about the brand’s plans for the future.