FIT_Capstone2019_03_ChanghyunLee _Merge

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S TA R BLOCKS LEARNING FROM LOCAL SENIORS 117th Street, 2nd and 3rd Avenue, East Harlem July 1st– September 30th, 2020

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www.starblocks.com/project117

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An initiative by

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We serve more than coffee. We serve experience.

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117

Thesis Statement: Authenticity is a perception. It is also a socially constructed interpretation of the essence of what is observed.

In a branded environment, there is a promise of an authentic experience yet all the possible perceptions of a consumer may not be considered. By designing a branded environment which activates a connection with consumers by adding a co-creation experience, the brand will be able to achieve the perceived authenticity in the branded space.

Adapting the model of co-creation into a framework for designing experiential branded environments will enable a brand to achieve visitors’ expectations of authentic engagement.

Project Title: Starblocks: Learning from the local seniors

Client: Starbucks

Venue: East Harlem (117th street, Between 2nd Ave and 3rd Ave)

Audience: Primary: Local people in the East Harlem, Secondary: 20 to 40 general coee

consumers in the city, Tertiary: Tourists from outside of the city