The art and science of retail planning perfected in the most beautiful stores.

After earning trust with the Starbucks team, we continued our work as their go-to partner for the retail merchandising campaign for their Reserve flagship locations—Chicago Roastery, New York Roastery, and the Empire State Building. They needed our creative vision, but also an actionable plan for visual merchandising and operational documentation.

The core of this project was building a scalable system that stayed true to the brand, the season, and the retail sales goals. The curated merchandise needed to tell a story that resonated with customers. The setup of the display needed to be accurate. Basically, make it beautiful but make it move product.

Bring the campaign to life
We took the Summer campaign narrative and applied it across marketing, merchandising, and retail environments while maintaining continuity with the elements of the Spring campaign that carried over into the new season.

Guide the visual merchandising team
We developed Siren’s Eye retail merchandising guides that included planograms for each surface and table, product prioritization and placement, and intuitive signage integration within physical displays—all with step-by-step clarity for store teams.

Storytelling that united multiple campaigns
We created a design and messaging system to tell our summer stories—soccer and city culture, Pride and community, creative expression, coffee craft, and cocktails—so that they all laddered up to the Reserve brand.

What We Accomplished Together
When the visual merchandising team at the flagship Reserve stores have clear direction, the setup time gets streamlined, guests can discover and shop from the curated collections, and the overall Starbucks brand love grows. And the scalable system means the team is always ready for the next season of sales.