Liz Muller, Former SVP and Chief Design and Innovation Officer for Starbucks.
The person behind Starbucks’ transformative store designs and experiences.

The Retail Experience with Liz Muller, former SVP and Chief Design and Innovation Officer for Starbucks, was a transformative event that left participants inspired and equipped with cutting-edge retail strategies. Hosted in October 2022, the three-day masterclass gave attendees the unique opportunity to learn from one of the industry's most innovative minds, gaining insight into the principles that have shaped some of the world’s most successful retail experiences.

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Day 1 began with an elegant meet and greet, where participants connected in a dynamic and collaborative environment. The evening set the stage for deep learning, as relationships were formed, ideas were exchanged, and anticipation grew for the exciting sessions ahead.

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On Day 2, Liz led immersive discussions on rethinking store design and experience, covering key elements such as layout, flow, mood, lighting, color, and the sensory elements that shape a customer's journey. Attendees explored why people choose one store over another and what truly makes the difference in the retail experience.

 

Liz shared her expertise on blending the physical and digital realms, teaching participants how to redefine their connection with customers, turning stores not just into attractive spaces but also into profitable ones. The day concluded with a relaxed backyard grill dinner, allowing attendees to unwind and continue the day’s discussions in an informal, engaging atmosphere.

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The final day, Day 3, focused on retail branding and customer experience. Participants delved into understanding their customers’ desire for convenience, learning how to create compelling store marketing and storytelling. Liz highlighted the importance of service differentiation, emphasizing how retail branding can redefine a company’s role and responsibility, especially when aligned with sustainability goals. The day ended with case studies on what makes people return to a store, followed by a closing ceremony where Liz personally presented signed certificates to each participant. A photo session with Liz provided a memorable keepsake from the masterclass, marking the end of a truly inspiring event.

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Those who attended left the masterclass with a deeper understanding of how to innovate in retail, inspire customer loyalty, and create immersive store experiences that resonate. It was an extraordinary event that gave participants the tools and insights needed to reshape their retail strategies and build lasting customer connections.