Opener / Josh Fehnert
Freshening up
Good global brands can often feel distinctly local when they hit the ground in different cities around the world. Just take Starbucks’ madly popular new roastery in Meguro, Tokyo, as an example (see below). You wouldn’t spot the same curious queues outside a new Starbucks in London – in fact, such openings are usually met with indifference, prickly protests or residents grumbling about globalisation.
But there’s a good lesson here for people eyeing new markets for established products. Walk into Daikanyama’s peerless T-Site bookshop (pictured), or the Tokyo Midtown mall, and it’s the Seattle-based firm – rather than an artsy single-origin independent – that’s catering to a discerning audience. What’s more, Japanese customers can’t seem to get enough of the button-bright service, swish finishes and forward-thinking architecture.
Our ambivalence to Starbucks hints at a generally fractious (sometimes suspicious) attitude to all big brands – we’re cautious, and quick to point out when they get things wrong. This Kengo Kuma-designed roastery, however, shows that tweaking your strategy as your brand travels around the world can win more friends and shift more caffeine shots.