HOW GLOBAL BRANDS MANAGE THE LOCALISATION OF SPATIAL EXPERIENCES – THE CASES OF STARBUCKS AND IKEA

This study explores how two global brands (Starbucks and IKEA) design spatial experiences that are localised for diverse cultural contexts. Through a series of interviews with store designers, design and marketing managers, and brand experts from both companies, we identify two different ways a brand and design team can be organized and how each influences the process of the localisation of spatial experiences. Our findings highlight issues related to a team's structure, the use of different design processes and how these influence the building of strong, locally relevant spatial experiences.