At first glance, it appears that Starbucks has an overall successful image within its corporate identity. However, it quickly becomes apparent that — as is often the case with a company of this size — the brand presence is not uniform on an international level. While stores in North, and in some cases, South America are defined by elaborate store layouts, it is clear, especially in Hamburg, that Starbucks in Germany places little value on its appearance, memorability, and the resulting user experience
An installation made of shipping containers in port city of Hamburg, Germany gives visitors the feeling of sitting in the middle of Europe’s largest container port. A massive harbor crane towers over the store, symbolizing the constant change and progress in container handling.
