The Evaluation of the Glocalization Strategy of the Second-Wave Coffee Shops with Respect to the Interior Design
DOI:
https://doi.org/10.15320/ICONARP.2025.340Keywords:
Cultural code, Global identity, Glocalization, Interior design, Local motifsAbstract
This study examines how Starbucks, as a global brand, employs glocalization strategies in its interior design by incorporating local architectural elements into standardized global formats. The primary objective is to analyze how local and global elements are integrated into the design of the second-wave coffee shops, a globally recognized brand, and to evaluate the balance between these elements from a design perspective. To achieve this, six Starbucks stores, selected as the sample for the current study, located in the EMEA (Europe, Middle East, and Africa), Asia-Pacific, and Japan regions were examined. The research focused on key interior design components, including vertical structural elements, flooring, ceiling features, openings, furniture, and decorative details, assessing them within the framework of local and global characteristics. A qualitative research approach was adopted, employing content analysis to systematically evaluate the selected stores. The originality of this study lies in its structured examination of how glocalization strategies manifest in interior spaces through regional variations. The findings reveal that local elements such as ceiling types, materials, and seating styles were consistently integrated to reflect regional identities, while standardized lighting and furniture layouts preserved the brand's global coherence. Thus, the findings show that integrating local motifs into spatial design enables global brands to establish a meaningful connection with the local cultural context while maintaining their global identity. This balance not only enhances user experience but also reinforces brand identity through culturally resonant spaces. Overall, the research underscores the significance of preserving cultural codes in interior design as a means of fostering commercial success for global brands. By offering a framework for incorporating glocalization strategies in spatial design, this study provides valuable insights for designers and brands aiming to achieve cultural sustainability while maintaining a strong global presence.
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