The first of the new-format stores opens on 10 July on London’s Great Portland Street. Costa says the format aims to boost the company’s presence in metropolitan areas by focusing on the specific needs of city customers.
Costa says that while it has seen a sales increase over the past year, research revealed an opportunity for the brand to better meet the requirements on customers in large, urban areas.
Meteorite began working with Costa on the project earlier this year, according to creative copywriter Sam Bone. The consultancy has been working with Costa for around five years. Bone says Meteorite was tasked with helping to launch the store and working with Stiff & Trevillion to develop the customer journey.
Bone says, ’Costa’s brief to us was very much about launching the new format to a local audience. It wanted something that didn’t seem out of place, and wanted a tone of voice that was a little more informal and shorter.’
Costa says Stiff & Trevillion’s design for the new format features ’minimalist design detailing’ and ’simplistic use of materials such as exposed brickwork, glass, stone and timber’.
Clive Bentley, Costa property director, says, ’Our new design will be recognisably differentiated from our competitors. Layout will clearly reflect the customer segmentation and needs. While we want to create a sleek, modern feel, coffee will remain at the heart of the design.’
Costa is also planning to roll out the metropolitan format to a store in the City of London in early autumn.