Challenge

• Developing the physical representation of the overall Starbucks brand in store design, branding, graphics, wayfinding, and storytelling
• Developing the capabilities and people in all design disciplines to execute rapid international growth

 

 

AIRVISION

Arthur Rubinfeld, former President and Chief Creative Officer, Starbucks Coffee Company, led the continuing evolution and enhancement of the Starbucks Coffee, Starbucks Reserve, and Evolution Fresh brands. He created the environmentally-sustainable material palette for store design and Starbucks Reserve Roasteries.

Starbucks Roastery Seattle

Starbucks Roastery Shanghai

 

 

Challenge

Our client Monarch Alternative Capital purchased all the assets of Shopko Optical in 2019. The challenge was to reposition the brand and build a $150 M business in a very short amount of time. The effort included the repositioning of the executive management team and rethinking the brand positioning along with the overall go to market store presentation.

AIRVISION

• Identified, built and opened 81 store locations from Illinois west to Eastern Washington mirroring the footprint of the former parent company — in six months. This could be the fastest build of any retail concept.
• Supported marketing and brand positioning with CMO and facilitated the expansion process with the CDO.
• Mentored the executive team and joined the board of directors, in order to support the company's ongoing success and growth ambitions to be the dominant optical retailer from the northcentral region to Washington state.

Challenge

Cricket Wireless wanted to exploit the growth opportunities presented by their unique low monthly price, no subscription, mobile phone service. They needed strategic growth expertise to rapidly expand. 

AIRVISION

• Analyzed Cricket’s existing customer base
• Created new market entry strategies
• Developed new market plans for store growth
• Led overall new store expansion

Challenge

$450M public company, Oakley, was known as a unique, high-quality, leading-edge product design company as a sunglass and accessories manufacturer with a limited retail presence.

AIRVISION

• Built an in-house retail management team
• Completed retail concept ideation
• Developed strategic plan for store expansion
• Led real estate development process, including lease review and negotiations
• Provided real estate analytics, including GEO-demographics and hot-spot mapping

Outcome

Oakley was acquired by Luxottica, the largest sunglass lifestyle company in the world.

Challenge

Monarch Alternative Capital LP is a global investment firm founded in 2002 with offices in New York and London. The firm manages approximately $8.3 billion across its closed-end funds, open-ended fund, and customized solutions. Monarch focuses primarily on distressed situations and opportunistic credit across corporate debt, structured credit, real estate, government debt, and special situations. Monarch draws on the skills and experience of 68 employees across its offices in New York and London. www.monarchlp.com.

AIRVISION

Arthur works with Monarch and sits on the board of directors of Claire’s stores. Claire’s Stores, Inc. is a global brand powerhouse for self-expression, creating exclusive, curated and fun fashionable jewelry and accessories, and offering world-leading piercing services. The company operates through its stores under two brand names: Claire’s® and Icing®.Claire’s and Icing are global brands operating over 2,500 owned and 8,000 concession stores covering North America and Europe, and 350 franchise stores operating in the Middle East, South America and South Africa.

Claire’s Stores, Inc. is primarily owned by Elliott Management and Monarch Alternative Capital.

Challenge

Adidas wanted to build a super-premium brand aligned with their advanced technology orientation. Adidas was executing a new store design that combined brand positioning, customer wayfinding, and overall brand integration.

AIRVISION

• Identified flagship real estate in the SOHO area of New York City
• Designed new flagship location build-out
• Developed fixturing and wayfinding for new, high-end "sports" concept

Challenge

Dreamscape’s revolutionary VR platform combines Hollywood storytelling with proprietary full-body tracking technology to allow a level of immersion, precision and interaction never before achieved in the industry. By merging motion capture with body mapping and advanced kinematics, Dreamscape experiences allow large groups to interact with each other with near-zero latency. Established in 2018, Dreamscape is a global media company giving people an opportunity to step into a story exploring cinematic worlds and characters globally.

AIRVISION

• Analyzes the target customer for the retail theater experience throughout the US.
• Creates the development opportunities for locating theater experiences tied to certain criteria.
• Develops the retail category opportunity for growth and business development.

Challenge

In an effort to drive consumer engagement, Microsoft established a high-touch retail environment and was looking for strategic growth and market differentiation advice.

AIRVISION

• Partnered with a consumer research firm to outline strategic growth for Microsoft’s retail footprint
• Drafted retail store operating procedures
• Identified potential flagship store locations in Manhattan

Challenge

Leading merger and acquisitions firm, KKR, needed real data on Eckerd Pharmacy’s real estate portfolio. Findings determined the go-forward operational plan.

AIRVISION

• Provided real estate evaluation services for KKR in its acquisition of Eckerd
• Worked closely with KKR and Eckerd management to establish the brand's positioning, completive strengths and weaknesses
• Evaluated and analyzed the Eckerd real estate portfolio positioning on a store-by-store basis
• Produced analysis of portfolio and department’s strengths and weaknesses in four weeks

Outcome

KKR used AIRVISION analysis as part of their submittal to their lending institution to support the bid to acquire Eckerd Drugs, which in turn was purchased by Rite Aid Drugs.

Challenge

By 2002, Gateway Computer was the U.S. leader in personal computers, personal electronics, and technology. Gateway Computer had been in business for over 15 years as a value-oriented manufacturer and direct retailer of computers and related hardware. Beginning in 2002, Gateway expanded into lines of consumer electronics, yet Gateway’s brand and in-store experience did not match the lifestyle orientation of their new product lines.

AIRVISION

Working directly with Gateway CEO Ted Waitt, AIRVISION:

• Designed Gateway’s new in-store brand execution, completely redesigning the in-store experience
• Led opening of 3 new prototype stores and the renovation of over 200 stores to fit the new brand design in less than 6 months

Outcome

As a result of this work, Gateway stock tripled in value in 6 months, after which the company was sold.

Challenge

Il Fornaio, a privately held restaurant corporation, needed help conceiving a new design that would leverage their white tablecloth operational expertise.

AIRVISION

• Developed a new growth concept that leveraged the brand equity of Il Fornaio’s established fine dining concept
• Positioned the new concept to be a major growth vehicle for Il Fornaio, including developing a national real estate development plan
• Created a highly profitable economic model to support rapid growth
• Developed and prioritized operational cornerstones that became the guiding parameters of the concept
• Designed a new store concept and layout that integrated a strong environment, fixtures, merchandising, iconography, menu systems, labels, and packaging
• Selected and negotiated “A” site locations for the new concept to be tested

Outcome

After new growth concept was tested in “A” locations, Il Fornaio’s parent company purchased The Corner Bakery Cafe chain.

Challenge

Potbelly, a private rapidly growing fast casual “Hot concept” restaurant chain, wanted to establish their restaurant expansion and operational expertise. 

AIRVISION

• Provided strategic planning, assisted with store development process, and worked closely with management to meet the company’s growth goals
• Developed short- and mid-range growth plans
• Assisted in recruiting and building the in-house store development department

Outcome

Potbelly went public in 2013. They have over 400 locations in the U.S., and they are growing in the Middle East and other world markets.

Challenge

Privately-held Omaha Steaks had 80 retail locations and wanted to expand their retail store footprint and elevate their store design to match the premium branding of their products.

AIRVISION

• Analyzed the Omaha Steaks customer base and brand attributes
• Developed entirely new retail design, including signage and wayfinding graphics
• Quantified expansion strategy
• Executed their retail expansion while educating internal executives

Challenge

America’s Mart (Atlanta, Georgia), America’s leading specialty tradeshow management company, sought a rebranding of their flagship lighting industry tradeshow, "LightFair."

AIRVISION

• Redesigned brand logotype and tagline with a signature brand color and typography
• Developed and implemented new convention show branding, layout, and communication platform
• Developed design show signage, graphics, layout, and architectural icons
• Created and executed a public relations plan that successfully leveraged new brand positioning