Starbuck Restaurant Interior Design | Starbuck Roastery | Shanghai | 2x4

In 2014, Starbucks opened their first Roastery in Seattle: a new, experiential destination, dedicated to the craft of coffee. Its 2017 follow-up, the Shanghai Roastery, takes that original concept to a new scale.

2x4 collaborated with the Starbucks design and innovation team to make the 30,000ft2 space more legible to visitors. To achieve this, we worked to extend a digital layer throughout the experience, creating a series of interactive touchpoints that highlight different parts of the bean to cup journey.

We took a holistic approach to all interventions, looking to achieve a seamless and authentic pairing of content, technology, and architecture. LED brackets on the overhead pipe system document the source and destination of incoming beans; displays embedded in wood veneer doors animate a tasting room with ambient, diagrammatic and informational content. On the exterior of the building, custom split-flap window displays activate the facade of the building. A WeChat-compatible mobile concept was adapted and developed by the Starbucks China team along with Alibaba to provide a virtual and augmented customer experience.......more

Retail Interior Design | Vitra | 2 x 4

We have worked with Vitra over the past decade on a wide range of projects from print design, advertising, art direction, showroom spaces and retail stores. Our strategy was to bring visual humor, intelligence, and invention to represent one of the most enlightened, creative, design-centered businesses anywhere in the world. Our iconic retail campaign employed Vitra classics, reconceptualized as quirky floral patterns and shapes. The campaign launched in Vitra stores, furniture shows, and retail events and was deployed in stores, print collateral, advertising, films and a series of brand magazines and product catalogs. Other projects have included Vitra’s legendary WorkSpirit 8 and 9 brochures, and campaigns for the Polder Sofa by Hella Jongerius, the authentic Eames lounge, and the Suita sofa by Antonio Citterio...........more