Re-Opening of Starbucks Antwerp CS

Readying the location for the next decade during the 10th anniversary of Starbucks in Belgium

The Starbucks Antwerp Central Station location is probably one of its most iconic locations in Belgium. Set in what is widely regarded as one of the most beautiful stations in the world, the location is visited by tourists, commuters and bypassers on a daily basis. To reflect this international allure and update the interior, Autogrill decided to remodel the location during the 10th anniversary of Starbucks in Belgium.

Nightingale was responsible for both the communication of the nationwide event, as well as the local events in Brussels and the newly designed Central Station location in Antwerp. The production for the celebratory event was arranged in-house, both for the influencer brunch and the public re-opening. Furthermore, a communication and social campaign was launched to bring attention to the re-opening.

The campaign was featured in multiple print and online outlets, from newspapers to magazines, and the social campaign resulted in a reach of 449K during the day of the event. By creating these multiple points of communication, the campaign became a commercial success: the Antwerp store location handed out 3000 cups of coffee and had to close two hours earlier due to the success.

Visuals by Alexandre van Battel (via Nightingale). 

Interior Photography
Starbucks and Autogrill had challenges with local content in the past, which was why Nightingale offered to shoot the interior of the store with Alexandre van Battel. A day before the opening, the interior and exterior were shot and imagery was shared with the press on our download area.
Influencer Brunch
During the re-opening of the Antwerp Central Station location, Nightingale invited key local influencers to experience the new interior. A dedicated Starbucks brunch helped introduce new and classic staples of the Starbucks menu, while key new features of the store were explained.