Last week Starbucks, the world's largest coffee chain, opened its first European "concept store" in a bid to boost growth in the region.

Until recently, the consistent store design and colour scheme have (we assume) played a part in Starbucks global success. With growth in Europe, the Middle East and Africa slowing, the new concept stores will distance the brand from the ‘one size fits all’ model by drawing on local tastes and resources to create a welcoming environment that resonates with the customer.  It was the pictures of the first European Starbucks concept store that caught our eye, but the strategy is also interesting and is something than we apply to every campaign.