The Interactive ExperienceThat Brewed an Immersive Revolution
STARBUCKS
CREATIVE DIRECTOR / PARTNER
Opportunity
Starbucks rolls out seasonal campaigns throughout the year, featuring new drinks, product launches, and promotions. But as consumers, we noticed a gap: there was no digital tool to keep customers and partners up to date with these offerings in real-time unless they physically visited a store or the website. This created a missed opportunity to connect, inspire, and engage in the moment.
Solution
Together with my partner, we brewed a fresh idea at a time when mobile was just emerging as a brand experience platform. Long before “digital-first” became the norm, we envisioned an interactive app that turned seasonal launches into playful, shareable moments. Customers could step into the barista role: customizing drinks, exploring new products, and sending digital creations to friends and family.
Creating Mobile Magic
We started our agency with one goal: to do things differently. Not innovation as a buzzword—but real, meaningful creativity rooted in the things we genuinely loved. And one of those things? Our afternoon Starbucks run at the corner near our brand-new office. One day, during a casual training exercise to encourage our team to connect with local businesses, we ended up back at that very Starbucks—where, by total chance, we met the regional marketing director.We didn’t have contacts in the big leagues. We weren’t on anyone’s shortlist. We just had an idea, a ton of passion, and the belief that we could bring something fresh to the table. So when we saw an opportunity to reimagine the Starbucks experience through mobile and storytelling, we went for it.Six months later, we finally got our shot to pitch. Our vision was simple but bold: take the in-store Starbucks experience and bring it into people’s hands, wherever they are. Starbucks said yes before we even finished the deck.
Brewing Revenue
The impact was clear: a 31% revenue increase in Q4 and 17% growth in comparable store sales—confirming that digital-first experiences could not only enhance customer delight but also deliver measurable business performance.
This mobile initiative didn’t just drive results—it paved the way for Starbucks’ broader shift toward immersive, in-store experiences. As consumer behavior evolved, Starbucks recognized the need to move beyond transactional coffee moments and into emotional, lifestyle-driven engagement. The goal? To attract premium customers, extend the brand’s presence into social and evening occasions, and blur the lines between digital and physical retail.
By merging mobile personalization with in-store theatrics, Starbucks began reimagining its spaces as destinations—designed for discovery, connection, and experimentation. The success of this first activation helped lay the groundwork for future innovations like the Reserve Roasteries, turning stores into living brand laboratories for loyalty, culture, and commerce.
*Source: Alsea Earnings Release 2013
Retail on the Go: Reinventing the In-Store Experience
Starting with the Reserve Roasteries—the focus was to create an immersive, high-end coffee destinations that blend hospitality, digital integration, and premium branding. These flagship locations, like the 23,000 sq. ft. New York Roastery, and other global locations in Asia, are designed to feel more like boutique hotels than traditional cafes. They feature exclusive coffee brewing methods, on-site Italian bakeries, and branded merchandise, all tailored to create a luxurious, experiential environment.
This holiday season, Starbucks brought joy to its immersive stores with an interactive mobile storefront that blended digital creativity and real-world delight. Customers could design their own holiday beverages, selecting from a variety of festive, store-exclusive cup styles—each branded with seasonal themes unique to that location.
Using the app, they personalized their drinks with messages and visuals, then shared the cheer by sending their custom creation to friends and family. Each cup came with a printed holiday message and a warm, handcrafted touch at pickup—thanks to baristas who decorated every cup and added surprise seasonal gifts.
The experience sparked instant buzz—turning fans into brand advocates, energizing partners, and lighting up social media across the globe.
Together with my brilliant business partner Ariel Chanson, we imagined this journey—blending creativity and technology into a seamless, immersive experience. We led the innovation with heart and vision, and we’re deeply grateful to Starbucks for pioneering the power of experience-driven retail.