New London Starbucks: Inside The Retailer's Posh Makeover (VIDEO)

Starbucks has opened a new outlet in London, which departs from the ubiquitous interior familiar to customers around the world (hat tip to BrandRepublic). With a focus on "coffee theater," new and lower coffee machines have been introduced so customers can have more interaction with their barista.

Design elements like Italian leather furniture, a Belgian industrial table and Welsh oak are part of the efforts to embed the neighborhood in the store. "We wanted to elevate the overall value of what Starbucks represents," Tim Pfeiffer, Starbucks senior vice president of global design, adds in the video below.

The U.K.'s Times Online reports that this is the first of 100 "individualized" stores that the Seattle coffee retailer has planned. One local resident interviewed by the Times wasn't convinced by the new interior:

Ken Smith, 40, a designer from Tyneside, said: "This won't change anything. Simply, the coffee is just much better at Costa. Starbucks is a big US brand and people who know coffee won't be fooled by the makeover..."

Check out the "bespoke" "library setting" Starbucks was going for. WATCH:

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Comments

[sfsoma]

The store is nice and all, but the coffee is still made from burnt beans.

[deluk]

Fleet St LAWYERS, the bankers congregate elsewhere and prefer pubs.

[AirViceMarshalPark]

How long before there is a "posh" Starbucks on both corners of the block and one in the middle of the block, all looking exactly the same?

Starbucks was cool when you could only get it in Seattle; now, I avoid them completely.

[Imzadi]

I boycotted them ever since they became the sponsor of Morning Joke.

Fortunately, there is a wonderful alternative here almost as ubiquitous, and much better tasting!

[CoconutLime]

I want them to return to the old logo - bare breasts with nipples. :-)

[max08]

But Starbucks is still charging $5.00 for burnt roasted coffee, and the profits from this company go to the WB settlements because that's the owner's charity love affair. BDS.

[repugnicansfearme]

British Women are so freaking HOT, like the coffee! Can't wait to stop in on my next visit.

[Tear59]

So the way for starbucks to make more money is to buy classier furniture? LOL

Good luck but the economy still sucks

[kkuchenb]

Well, I like ordinary Starbucks coffee, and I would have killed for a decent cup of coffee when I lived in England in the early 1990s. Until Starbucks showed up, "good coffee" meant Gold Blend instant.

[Tex1969]

Leather furniture and books will not improve upon overpriced krappy coffee.

[rcwblessed]

I have never minded paying extra for a superior cup of coffee, and I LUV Starbucks coffee. Just a hunch, but I'd bet that a lot of people feel the same way. Hmmm?

[Tex1969]

Not everyone can be accused of having discerning taste.

[Hart]

Yep ... haters can spew all they want and lament the tastes of their fellow citizens, but for whatever reason, Starbucks is successful and ain't going nowhere ... but neither is the appeal of our superiors in informing us all of how bad the coffee we love actually is. Thanks for the info guys. You rule.

[SpamThis]

What is a Lie Berry? At 49 seconds in, this dolt says he has books in the basement to create a lie berry experience. Try Bookstore or Book lounge if you cannot say library! That is my recommendation to you Mr. Timmy Pfeiffer!

[reynoldsdayton]

The best coffee in London is still at Cafe Nero. Costa is quite good, too.

[ElBorba]

More interaction with the barista's huh?

Just be careful that you don't distract them when they're putting your cup under the spout and pushing the "Dispense Shot" button!!

[learntofly]

Is this an ad?

[KriTiKiT]

so they actually sprung for real home furniture.­.. how shiny

[roger37]

Good Grief. Looks like cheesy Danish Modern from the 1950's.

[mari6105]

...thought the same thing. Also, kinda reminded me of my high school library circa 1980. Not too attractive.