Upscale dining—in a bookstore.
The Ask
With the continued momentum of online shopping calling into question the role of the traditional bookstore, Barnes & Noble wanted to reframe its brick-and-morter retail experience as an opportunity to strengthen customer loyalty. They zeroed in on their cafe experience as the first place to turn the narrative.
The Solution
We identified an opportunity in the market for an all-day “third-space” in suburban communities—where social gathering, creative enrichment, and diverse programming are encouraged—setting Barnes & Noble apart from small and large retailers alike.
Looking beyond bookstores into adjacent industries, we considered that while Starbucks might pose real competition by day, at night Barnes & Noble Kitchen could shine. With that in mind, we developed an elevated concept, reaching past “casual hangout” to deliver destination-worthy appeal.
In the end, we created an experience that celebrates the studious, that encourages guests to slow down and sit awhile; inspired by the makers movement, it’s a space that effortlessly balances refined design and bookish charm.
What I Did…
EXPERIENCE STRATEGY, CONCEPT DEVELOPMENT, NAMING, ACCOUNT MANAGEMENT
Design credit: Brand Bureau
Design credit: Brand Bureau
Identified the opportunity and shaped the experience.
I audited the landscape to better understand the unique opportunity at hand and identified key experiential benchmarks.
Then, working alongside interior designers I helped shape the design concept and narrative for the space.
Design credit: Brand Bureau
Collaborated on the interior design concept.
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Design credit: Brand Bureau
Design credit: Brand Bureau
Explored naming and helped set the foundation for the visual identity.
Once the design narrative was set, I collaborated with the graphics team to set the foundation for the visual identity, working to create a brand world for Barnes & Noble Kitchen that helped it stand on its own two feet alongside its parent brand.