BEYOND THE CUP
When coffee becomes a bridge between reality and imagination
How does the ritual of coffee evolve when the boundaries between reality and imagination dissolve?
This project envisions an audacious, emotional expansion of the Starbucks universe, immersive brand
experiences placed in extreme and symbolic locations: from the red dust of Mars, to the shimmering mirages
of the Nevada desert, to the silence of a space station orbiting the Earth.
The goal is to push the ritual of coffee beyond its known frontiers, transforming it into a universal symbol of
emotional refuge, wonder, and human connection even in the most impossible settings.
Creative Vision
Extraordinary architecture, dreamlike atmospheres, and bold design merge in a narrative that stays true to
Starbucks’ core values: warmth, hospitality, and shared moments.
Strategic Pillars
1. Reimagining the Place
Starbucks becomes more than a café, it’s a state of mind. Wherever someone needs a pause, from the
edge of the desert to the surface of Mars, Starbucks can exist. The siren’s tail inspires architectural
biomorphism, creating emotional oases in extreme worlds.
2. Emotional Futurism
A design language influenced by Karim Rashid and Jean Nouvel: organic shapes, fluid surfaces, iridescent
textures, translucent materials, and subtle green accents. The blend of comfort + wonder creates
unforgettable spaces.
3. Narrative Beverages
Each drink tells a story, with evocative names, visual identities, and sensory experiences. Not just
beverages, but immersive rituals. Examples include: Dark Matter Drip, Solar Flare Espresso, Orion.
4. Functional & Iconic Packaging
The Starbucks cup is reimagined for extreme environments, resistant to sandstorms, adapted for zero
gravity, yet instantly recognizable. Result: futuristic, functional, and collectible drinkware.
Purpose
Not a realistic roll-out, but a creative provocation. A thought experiment on how Starbucks can transcend
retail, becoming a global symbol of imaginative escape.
“Even in the impossible, there’s always time for coffee.”
Flagship Concepts
Starbase Siren - Mars
Even Mars needs a coffee break. A dome-shaped base with biomorphic structures, shimmering green
surfaces, and metallic translucence — inspired by the siren’s form.
Signature Drinks: Dark Matter Drip, Zero Gravity Matcha, Cosmic Cold Foam
Cups: NASA-inspired cups with galactic details.
Desert Siren – Burning Man
Coffee rituals under the dust sun. A stranded siren-shaped vessel in the desert — a performative and artistic
refuge.
Signature Drinks: Solar Flare Espresso, Oasis Matcha Chill, Dust Storm Cold Brew, Mirage Berry
Refresher
Cups: Pastel cups with sandproof lids and collectible editions.
Orion – Space Station
Brewed for nomads of the galaxy. A Starbucks orbiting Earth: elegant white-green curves, transparent
modules, and metallic edges.
Signature Drinks: Orion
Cups: High-tech cups with cosmic deep violet blend.
Shared DNA
- Architecture: Biomorphic silhouettes & siren references
- Colors: Siren green, pastels, metallic highlights
- Experience: Comfort rituals in extraordinary locations
- Packaging: Functional, iconic, collectible
