DDi - March 2011 - (Page 24)

24 | Design Snapshot Natural wonder Design spotlights the natural products section of Avril’s latest health food supermarket By Alison Embrey Medina, Executive Editor S ince its founding in 1995, the Montrealbased chain of Avril supermarkets has combined natural health products with an inherent philosophy of pleasure and wellbeing in the shopping environment. Its newest store, which opened in October just outside Montreal in the Quartier Dix30 shopping center, offers 20,000 sq. ft. of natural and medicinal health foods and wellness products. Within the space is Avril’s 800-sq.-ft. natural beauty department, the largest in Quebec, which offers skin- and hair-care products, natural cosmetics and international beauty product brands known for their high-quality natural ingredients. The space even features two rooms dedicated to massage therapy. Montreal-based branding and design agency Tuxedo was tasked with giving the space an eco-friendly, contemporary design that mirrored the company’s philosophy of merging natural health with personal enjoyment. “The look and feel we were trying to embody is health, well-being and discovery,” says Laurent Guez, director of environmental design for Tuxedo. “Those are the key words for the natural beauty counter. [We wanted] to make a difference with a traditional department store or pharmacy atmosphere, and yet create a new category feeling of natural beauty.” Subtle references to nature, even down to the curves of the fixtures and choice of lighting, were implemented to enhance the customer’s comfort in the space. The natural vibe is also communicated via wood flooring, tree-like standalone fixtures with glass shelving and a grass-inspired graphic design infused with accents of green throughout. A mix of slate with white and gray melamine for the furniture and fixtures adds to the contemporary flare of the space. A central drop circle structure has an artificial mountain grass aspect, with the hanging grass elements made of natural papyrus with a protective coating. The design team used LED lighting for the perimeter shelving and suspension fixtures. “We wanted to create a light that was both visibly rich and articulated, starting from a very simple module,” Guez explains. “The module repeats itself like a fractal (a geometrical shape that is repeated throughout its structure in different sizes) and grows following the principle of nature—from simplicity to complexity.” The lights come in two colors with three colored branches inserted to create a contrast. The supporting structure features coated steel in the same colors as the diffusers. The resulting space is a refreshing, naturally inspired department within the health food store that serves as a destination for organic and biological beauty products in Quebec. www.ddionline.com | March 2011 Photos: Ludwig Ciupka http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - March 2011

DDi - March 2011
Contents
From the Editor
Newsworthy
Shopper Insights
Greentailing
Editor's Choice
Design Snapshot: Kusmi
Design Snapshot: Avril
Channel Focus: Toy Store
Longo’s
Brown Thomas
11 Retail Trends for 2011
Bloomingdale’s
The Exchange
Lola
White Castle
Design Leaders 2011
GlobalShop
Show Coverage
Right Light
In-Store Technology
Product Spotlight
Classifieds
Calendar
Advertisers
Shopping With Paco

DDi - March 2011