Barnes & Noble Campaign

Team Members: Zhenzhuo (Q) Qiu, Alexis Rodriguez, Mark Barboza

Barnes & Noble was founded in 1886, and now is the bookseller with the largest number of retail stores in the United States. In the past, the brand has focused on store aesthetics and layout.

However, as more and more people spend free time on their smartphones, brick and mortar stores like Barnes & Noble are struggling. People are reading less and scrolling more. If people are reading, many order books online directly to their door.

Given the overwhelming shift to social media as a leisure activity, we want to bring Gen Z back to the joy of reading.

Recent generations have become accustomed to reading digitally since technology has taken over. We want to encourage them to try something new (or, I guess you could say, old) by reading on paper. Get off the couch, come to our store, dip your toes into the water to discover different genres, and stray away from screens for this activity. Once you’ve tested the waters, just dive in, because there’s a whole new world to explore if you put down your screens.

Just Dive in.