How Starbucks designed its new iconic cup and big comfy chair
Since taking over the coffee chain in 2024, Starbucks CEO Brian Niccol has been on a mission to go “back to Starbucks” and rekindle the feeling of warmth inside the coffee giant.
That’s led to new store designs, new employee training, new uniforms, new menu items, and new staffing—which have helped the company break out of a two-year sales rut.
But as part of this deep strategic exploration, Niccol made two specific asks for Starbucks’s cross-discipline design team that are being revealed today: an iconic new cup and a new plush chair.
As the literal touchpoints between the consumer and the company, “they are the biggest signals we have of warmth, comfort, and generosity,” says Dawn Clark, SVP of global concepts and design at Starbucks.
The new Starbucks cup (ceramic in every size)
The new Starbucks cup is not just one cup, but five different glazed ceramic options—each offered to customers who stay to enjoy their coffee. Built to accommodate drinks ranging from a single shot of espresso to a venti latte, the cups come in white (inspired by their takeaway cup, with a hand-painted green siren and rim), and green (where the siren is embossed). Notably, the cups all share the same tapered silhouette.
Clark says the cup design took inspiration from a blend of Italy’s espresso culture and Starbucks’s own mercantile and coffee trading history. The result lands somewhere between European sensibility and American utility. After concepting different designs, they came up with four frontrunners which they 3D printed and shared with various stakeholders across the company—ranging from corporate executives to on-the-ground baristas. They refined the designs and rendered them in ceramic before making the final choice.
The company knew it wanted a single, strongly branded silhouette across every size, which limited what could work. “It’s a really big design challenge because not all those forms that looked good in a short or tall looked great in a mini or large size,” Clark says. The other, perhaps bigger problem was drinkability. Different geometries affect how the coffee flows into your mouth, and those geometries don’t always scale well. They also needed to survive countless rounds of dishwashers.
The wide-mouth, tapered design won out because it satisfied every above requirement. But most of all, Clark says it was just a really nice vessel for drinking, shaped to make the coffee “go with the flow” perfectly from the cup to your lips.
From what I gathered, Starbucks may eventually choose to sell these mugs as merch, and it’s easy to imagine the company introducing special colorways for limited-time offerings. A toasty orange version for PSL season feels almost inevitable.
The new Starbucks chair (in green this time)
While cups are intrinsic to coffee, the new Starbucks chair requires a bit more explanation. Even brand devotees may have forgotten a piece of lost history in Starbucks lore. In the ’90s, when Starbucks took lattes mainstream across America, many stores had one or two special, extra-wide, purple velvet chairs. They were an almost Dr. Suessian take on the hyper plush living room seating of that decade, meant to shake up the rigidity of Starbucks’s design at the time while urging you to stay a while.
“What was great about that chair is it was oversized; it wasn’t practical. It was very much like you could maybe have two people sit in it, you could put your feet up, swing your legs over the arm. There were a lot of ways to occupy it,” Clark says. “That was a big part of the inspiration [for a redux]—and also the lushness of the texture.”
Indeed, Niccol told me last year that an updated chair needed to imbue something akin to FOMO when sitting down at Starbucks: “It’s got to be the seat that when you walk in, you’re like, ‘Man, I can’t wait for him to get up. I’m hopping in that chair the second he does.’”
Starbucks landed on a design that resurrects hefty ‘90s furniture and adds a dollop of midcentury design. I find myself sucked back into 1996 just looking at it.
You see the same voluptuous arm silhouettes from the original chair (don’t worry, they’re still fixing that ruching), but it’s framed in wood (albeit with far more weight than you’d see in traditional midcentury design—or even the rest of Starbucks’s midcentury-inspired furnishings). The visual heft of the entire chair is intentional, built to exude confidence that it can accommodate your most leisurely posture.
“It’s a little overly generous in its invitation to be comfortable,” Clark says.
Like the cup, Starbucks developed the new chair in-house. The process began with an adjustable ergonomic model. Built from a CMF frame and sparse cushioning, it looks straight out of IKEA, but the system allowed the team to study how it would feel to sit (and eat and drink) at various angles. From there, they built a cardboard massing model to lock in its curves and proportions. For the final production sample, the company went with its rich Starbucks green because, gosh is that purple a statement. But more colors could enter the mix in the future.
No doubt, this is a premium chair for a QSR restaurant—most stores may get one or two. Its inevitable cost and maintenance is probably why Starbucks ditched their purple chair years ago, which I recall looking pretty gnarly before they up and disappeared. Clark believes its new velvet fabric will be easier to clean, and that Starbucks locations can get five to ten years out of a chair before retiring it or even reupholstering it. However, she also insists that isn’t their chief concern.
“Part of what we’re in a way saying, it doesn’t exist to be convenient or easy to maintain. It exists to provide comfort. And we’re willing to take on the challenge,” Clark says. “Of course we designed it to be up to the test for all the use it gets, and we’ll have to take care of it . . . but it’s something we’re committed to.”
The new cups and chairs will arrive in U.S. stores toward the end of 2026, while the cups are slated to go abroad in 2027. And they’ll undeniably add a little more oomph to Starbucks’s turnaround, as it works to make its cafes once again a place you want to sit and stay a while.
“I think that it really is more than just a chair or cup,” Clark says. “These are the most intimate things. These are the things you occupy or touch. We feel these are really intrinsically linked to everything about our brand.”