Design Question Justification

Through design I will be investigating Starbucks after hours operations and create an extension to the Starbucks brand that incorporates a bar that opens at night after the regular hours of operation. With the brand extension my goal is to create a community vibe after hours that is similar to the Starbucks culture during normal hours except it is geared towards adults. I will be focusing on the user experience and aesthetic of the store as well as prioritizing the branding of the new extension. My design problem will be figuring out a way to incorporate the coffee bar area and turning it  seamlessly into a liquor bar at night. By Keeping the same aesthetic Starbucks offers, we can create branding that goes hand in hand with the Starbucks brand as it is. This is evocative and timely because Starbucks has never explored this area as of now. They have a liquor license however they only incorporated it during there regular hours during specific hours of the day. What if we could extend that to the nighttime and create a awesome trendy bar atmosphere that keeps Starbucks key components in mind. Starbucks has already approached the idea of liquor being served during the day in select stores, however I believe a extra step forward can indeed promote the business furthermore creating a atmosphere that many would want to go to at night. The companies current position is to bring a community atmosphere incorporating what they believe into there culture. They focus on the customer making the drink they buy something more than just a drink but an experience. By creating an after hours environment focused on customers and community, we can build the same user experience. By incorporating the Starbucks culture and goals, making a environment that is client focused, we can make it more than just a bar, but a experience that mixes community with an elaborate sense of belonging. This will make it a bar not for a specific niche but a bar for everyone who enjoys liquor as well as coffee. The audience that is included will be anyone who enjoys Starbucks culture and coffee but would like that experience after school or work. Focusing on individuals who are 21-30. The culture that Starbucks positions is great and is the reason why the company is so successful. However its a 5am-10pm idea. We need to extend the brands clientele by having the same concept extended. We seek to improve that position by brand extension. The message of the brand is now to extend that community vibe given clear direction that the environment created is for the Starbucks demographic that likes the idea of the liquor license being further extended. Extending the brand in this aspect will improve the brands business by producing the same great atmosphere and environment that the Starbucks culture wants and needs. The Starbucks culture gives an experience even with the liquor that is sold. This same concept and experience will be added to the extension of the brand in its full aspect. My audience will use the content I'm creating by being test subjects to the extension. Having controlled environments of Starbucks “after hours” and pushing the community bar aspect that includes not only liquor but liquor coffee drinks as well. While I have a group in the environment I would like to in theory have these groups that are in the experimental area answer some questions to there experience. The questions that should be avoided when talking to the audience is anything having to do with  the liquor itself and what there preferences are. We are not focusing on the drinks themselves but more of the atmosphere the new space is creating. Liquor can always be changed out. Creating a satisfying drink that is expected is already in Starbucks branding. The key is to create the atmosphere Starbucks enthusiasts love in a after hours experience. The audience will believe/ think automatically that the drinks are going to be good no matter what because Starbucks as a whole creates satisfying drinks that are standardized and do not falter, this is a given. The tone and imagery that I want the audience to experience is that of a bar scene that is not boasting a certain niche. Starbucks is all about acceptance, community, and culture. We want to have every customer who comes in feel welcomed and accepted just like they would feel during the day time. Keeping the Italian Bar theme going we want to produce a streamlined bar/cafe to satisfy the never ending Starbucks craze of there loyal fans, while boasting its convenience. In theory I would want the experiential goal of creating a multi-purpose bar come into fruition. Even tho this is a very futuristic ambitious idea, I think it is a well designed aspect that would make transitioning Starbucks into a bar easier than creating it from scratch. Other factors that need to be met are taken more from a branding aspect. We would need a different logo for the brands extension and different interior layouts and designs to help extenuate the brand.Design Question