Starbucks

Starbucks is refocusing on the coffeehouse — and rebuilding how it shows up in culture. Working with Ana Andjelic, we built the cultural strategy behind it: a framework that runs collaborations against seasonal cultural narratives and a clear brief — co-owned across marketing, merch, retail, and comms rather than one-off drops — with tiers, surfaces, and cadence from hero moments to licensed basics, and the case for where Starbucks has permission to play in fashion.

[ PROJECTS ]SELECTED

Highsnobiety × Starbucks ACTIVATION ✶ NYFW

The cultural program in action — a New York Fashion Week activation with Highsnobiety that brought the coffeehouse into the style conversation.