Starbucks launches Starbucks Studios

Starbucks launches Starbucks Studios

This initiative is in partnership with Sugar23.


Mumbai: Starbucks is launching Starbucks Studios, a new production studio aimed at creating original entertainment to foster deeper connections and spark conversations. This initiative is in partnership with Sugar23, a media company founded by Oscar-winning producer Michael Sugar. Sugar23 specializes in connecting brands with filmmakers to produce high-quality branded content.

The studio's launch coincides with broader changes at Starbucks. In March, CEO Laxman Narasimhan announced a new global leadership structure that took effect on 1 April, designed to support Starbucks' global expansion goals. The coffee giant plans to increase its number of stores from the current 38,000 to around 55,000 worldwide, with a significant portion of new locations opening outside the U.S.

Starbucks has long focused on human connection, and Starbucks Studios will further this mission through collaborations across various creative fields, including the arts, design, architecture, fashion, publishing, and music. This initiative also includes hiring a global brand creative leader, who will report directly to Narasimhan.

Starbucks joins other brands, such as Nike, AB InBev, Saint Laurent, Mailchimp, and LVMH have ventured into creating their own entertainment divisions.

This isn't Starbucks' first foray into entertainment. In 2016, the company released "Upstanders," a two-season original series, and in 2019, it released the documentary "Hingakawa," which marked the 25th anniversary of the Rwandan genocide. Additionally, Starbucks was involved in the six-part documentary series "This Is Football," which explored the impact of football on communities worldwide.