Re:Imagine — Starbucks

Starbucks has always positioned itself as more than a coffee shop. It calls itself a “third place,” a space between home and work where people can connect. That idea helped transform coffee from a commodity into a culture. But in a world of metaverse platforms, AR activations, and AI personalization, what could Starbucks become next?

A Third Place in the Metaverse

If the original third place was physical, the next one could be digital. Imagine entering a virtual Starbucks environment designed not as a gimmick, but as a social hub. You could meet friends from across the world, sit at a digital table, and attend live micro-events: poetry readings, indie concerts, or even collaborations with local creators.

Your avatar’s drink could match the one you order in real life, linking digital identity to physical ritual. Suddenly the Starbucks order becomes not just a habit, but a performance of identity across spaces.

Augmented Reality Rituals

Coffee is already about ritual: the foam, the smell, the name written on the cup. What if AR added another layer to it?

Imagine pointing your phone at your latte and seeing a daily “coffee horoscope,” personalized with an AI-generated insight based on your preferences and mood. Or scanning a mural inside a store to unlock hidden animations that tell stories about the farmers behind the beans. AR would turn a simple cup into an interactive canvas.

Personalization Beyond the Menu

Starbucks thrives on customization: extra foam, oat milk, half-caf, sugar-free. AI could take this further. An intelligent system could learn your rhythms, recommending drinks that match your energy levels, the weather, or even your calendar. It would feel less like ordering from a menu and more like having a barista who truly knows you.

Why This Matters

Starbucks has always been about belonging. The next evolution is about extending that sense of belonging into spaces where people increasingly live: online, hybrid, augmented. If coffee was once the anchor of community in the physical world, technology can become the anchor of community in digital ones.

Re:Imagine: Starbucks not just as a coffee chain, but as an ecosystem of connection, blending physical ritual with digital possibility.