design:retail - April/May 2016 - (Page 12)

we love this! 012 Food Heroes I nfluenced by the United Kingdom and the United States, consumers in Ireland have grown much more interested in food, with an emerging foodie culture on the horizon. London-based Household took that new love of all things food, and created a redesign of long-time client SuperValu grocery stores, which recently unveiled a new flagship in Blackrock, Ireland. In the past, SuperValu focused on fresh food and value. To mix things up, Household wanted to shift the focus to the fresh, artisan aspect, aimed at people who have a passion for food and want to know more about it. "We wanted to move away from it feeling like a typical supermarket, and much more like a food destination with a festival atmosphere," says Sarah Page, Household's creative director. "When you go to a festival and you get the smell of the food, you get the visuals of the food being cooked and the experts coming out and talking to you." April/MAy 2016 DesignretAilonline.coM To that end, the focus for the design-particularly in the fresh food counters, like the bakery, butcher and fishmonger-is on the experts. These areas are completely open, so customers can actually see the bakers making the dough and the bread. "The fishmonger isn't behind the counter, he's front of house," Page says. "He's actually standing side-by-side with the customer, showing them how to filet the fish and doing all of that." The butcher's block also is right out front, and the expert is there, helping guests with cuts of meat. The deli area is in the middle of the floor, so guests can see the veggies being cut for fresh salads, and the cold meats being sliced. SuperValu now also has mobile units, almost like mini pop-ups, in the store, where chefs (or the butcher or fishmonger) are preparing samples to taste. "So rather than samples being handed around on a plate, you have that in-the-moment experience of mini-kitchens and proper tastings. gloBAlsHop.org It's like theater," Page says. To elevate that personal, hands-on touch, signage around the store features the food "heroes," the real people who are working the specialty counters, giving customers a feeling that service is truly personalized and artisan. By breaking down traditional word-only navigation and infusing powerful graphic imaging, the store adds a layer of storytelling that customers are finding much more thought-provoking, Page says. Feedback has been overwhelmingly positive, with customers embracing the atmosphere, and enjoying the hands-on experts in-store. "What they are feeling is much more of a sense of artisan and expertise," Page says. "The pictures actually show them doing their skills, and are supported by food pairings and illustrations. It's a whole narrative about the brand that's coming through at a high level." Who's hungry? - Michelle M. Havich Photos by MALCOM MENZIES, 82MM.COM http://www.DesignretAilonline.coM http://www.gloBAlsHop.org http://www.82MM.COM

Table of Contents for the Digital Edition of design:retail - April/May 2016

design:retail - April/May 2016
Table of Contents
Editor’s Note
On Trend
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Inspirations
Postcard
Mingle
Have You Heard?
Perspectives
Shopper Insights
Shopping with Paco
20th Annual Markopoulos Award
The Markopoulos Circle Past
Heritage
Oiselle
40 Under 40
GlobalShop Roundup
Products
Backstory

design:retail - April/May 2016