Pop-ups: Starbucks Brews Temporary Old-school Coffeehouse - Event Marketer

Pop-ups: Starbucks Brews Temporary Old-school Coffeehouse

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Starbucks Coffee is inviting consumers to check out a traditional coffeehouse atmosphere with a New York City pop-up store. Open from last Thursday through next Monday—to coincide with Fashion Week—the Starbucks Salon is hosting readings and musical performances including a show by Darryl McDaniels better known as DMC from the group Run DMC.
 
The top floor of the two-story space houses a café and performance area; there’s an art gallery on the lower level with work by local artists and couches where consumers can relax. “It’s sort of the modern-day [version of the] traditional coffeehouse ” Christy Salcido Starbucks’ director-p.r. told Buzz. “We want to entertain and inspire both current customers and non-customers.”
 
Starbucks debuted the Salon concept in January at the Sundance Film Festival in Park City UT. The company plans to repeat the concept in other markets possibly including some cities overseas although it has not chosen the next location. “Our ultimate goal is to bring this to a global level ” Salcido said.

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