Starbucks China approached us for a new initiative that they are piloting first in China. They named it 'Starbucks &' with the focus on the ampersand. Their intention is to grow the brand beyond just a 'cafe' and see if they can champion local creatives to see Starbucks as their starting point in launching their creative career.
Creativity has been in the DNA of Starbucks since the beginning and building like-minded communities has always been their mission. This time, they are starting by building a community by connecting people through coffee and music, and eventually spreading out to other creative fields.