Fresh St. Market Grocery by King Retail Solutions

Home > Winners > #30593


DESIGN DETAILS
DESIGN NAME:
Fresh St. Market

PRIMARY FUNCTION:
Grocery

INSPIRATION:
KRS ultimately found inspiration in integrity, marrying the design to the retail intent of the space. For us, this meant an authentic “street market” or “waterfront market” persona.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The client (H.Y. Louie, an independent food retailer in Canada) had a goal of highlighting the market position of “affordable fresh.” The project was to convert a building previously inhabited by Safeway into a completely new grocery destination in West Vancouver, BC. The overall brand and design concept was to exemplify a feeling of fun, wonder, and most importantly, a playground of fresh ingredients to combat the middle of the road grocery feeling of Fresh St. Market’s competitors. We provided full creative concept starting with brand identity, brand name, logo, positioning in marketplace, store planning of interior and exterior of store, lighting, fabrication, and supervision of installation. Thoughtful, visual displays dedicated to each “food destination” throughout the space became a major part of this design. Our firm designed the store to mirror an urban fresh feel, with destination areas employed as visual focal points. Each department acts as a boutique-within-store giving an authentic, sea-front farmers market flavor including standalone bakery, deli, meat butcher shop, etc. The design parallels the brand’s core standards: freshness, locality, aesthetic, and ultimately good taste. Our firm utilized dimensional copy to highlight specific departments (e.g., 13 Bakers, Chop House). We incorporated various hanging banner signs, framed chalkboards, corkboards and even brown parchment paper on roll in meat department as promotional messaging. The design/planning team was given liberty to provide various custom fixtures with a focus on creating bright, unique ways to display fresh food. A great example is the Soup & Salad Bar Island. The vertical materials included corrugated steel and wood grain around the island, topped with a Caesarstone countertop. In fact, simple, rustic materials were used throughout Fresh St. Market to provide an authentic “street market” or “waterfront market” persona – this included exposed grain edges of wood and metallic features. The exterior remodel of the building required approval by the neighborhood in West Vancouver. They held town hall meetings and the design was approved with overwhelming positive feedback. “This plan sounds great! Also the fast opening is a bonus. So glad the condo plan was scrapped.” - female community member in Burnaby BC “No Complaints. When do you open we would like to shop.” – Cliff of Burnaby BC The color concept of surgical white, crisp black, rustic textured materials, and the boldest colors found in "nature's kitchen" refers with integrity to the urban foodie who inspires the space. Fresh St. Market shoppers bring food knowledge, appreciation for quality, as well as a sense of adventure and wonder to their food shopping experience. With an expedited timeline on this project- an unusually short (six month) time-frame start to finish, via client request. We prioritized working quickly and smartly to create a beautiful, solid design. We incorporated a lighting concept that offered plenty of dramatic, ambient illumination and product placement lighting to provide the perfect amount of twinkle to showcase the plethora of fresh ingredients in the store.

OPERATION / FLOW / INTERACTION:
-

PROJECT DURATION AND LOCATION:
This project was launched in August 2012 with store opening in January 2013 in West Vancouver, BC.

FITS BEST INTO CATEGORY:
Interior Space and Exhibition Design

PRODUCTION / REALIZATION TECHNOLOGY:
The design/planning team was given liberty to provide various custom fixtures with a focus on creating bright, unique ways to display fresh food. A great example is the Soup & Salad Bar Island. The vertical materials included corrugated steel and wood grain around the island, topped with a Caesarstone countertop. In fact, simple, rustic materials were used throughout Fresh St. Market to provide an authentic “street market” or “waterfront market” persona – this included exposed grain edges of wood and metallic features.

SPECIFICATIONS / TECHNICAL PROPERTIES:
-

TAGS:
local, organic, honest, sustainable, grocery, retail, urban, foodie, street market

RESEARCH ABSTRACT:
Our research journey began with understanding the retailer’s market position (in terms of quality and price) compared to its local competition, fleshing out the store’s goals & values, and then putting a persona, a face, to Fresh St. Market. We knew there was an over-arching emphasis on local producers, foods, and programs. In fact, the vision (which was achieved) is to load one side of the store, literally half of the space, with fresh fare – a collection of boutique-within-store spaces, each a purveyor of fresh foods (e.g., cheese shop, bakery, butcher, deli) – rather than spreading these areas around the perimeter. The produce, for example, is visibly exciting and front and center upon entering the space. In interpreting the Fresh St. Market service vision into a physical storefront, lighting and display were key to emphasizing the freshness, quality, and colorful aspects of each category of foods sold. Rather than traditional mood boards of colors, textures, and feelings, we created 3 unique persona, each of whom we felt could embody the Fresh St. Market vision with integrity. From here we would build the store around the personas. We presented H.Y. Louie with the Urban Foodie (a youthful, fresh, fun-loving voice of culinary inspiration), the Bon Vivant (a wordly, adventurous food expert with chops), and the Cultured Captain (a master of food knowledge able to hunt, gather, and grow their own ingredients and with a passion for everything on their plate). For each persona a backstory was developed, including favorite food, drink, and ultimate indulgence. Each “voice” resonated with the client and ultimately an urban foodie with a touch of bon vivant was embraced. This persona, developed around the store’s goals, values, and market position was then leveraged to create a unique, honest presence in the West Vancouver marketplace which would resonate with the local consumer.

CHALLENGE:
We had two unique challenges with this project. The first, that we weren’t able to site survey the store (a very old Safeway) prior to starting our design process, due to the prior tenant still occupying the space. We were interested in opening the ceiling to add several ceiling features and bring more light into the space, but couldn’t confirm that was possible. The second challenge was the expedited timeline - an unusually short (six month) time-frame start to finish, via client request. We overcame these challenges by working quickly and efficiently to create a beautiful, solid design with the assumption that the ceiling wasn’t available to change. We incorporated a lighting design concept that offered plenty of dramatic, ambient illumination and product placement lighting to provide the perfect amount of twinkle to showcase the plethora of fresh ingredients in the store.

ADDED DATE:
2013-09-27 08:18:51

TEAM MEMBERS (1) :
Christopher Studach, Marco Ingracio, Anna Victoria, Christina Bennett

IMAGE CREDITS:
All Images: Photographer Levi Groeneveld, 2013

Visit the following page to learn more: http://www.kingrs.com/portfolio/fresh-st-market
VOTE FOR THIS DESIGN

VOTE FOR THIS ENTRY

CLIENT/STUDIO/BRAND DETAILS
NAME:
-

PROFILE:
-

NOMINATION DETAILS

Fresh St. Market Grocery by King Retail Solutions is a Nominee in Interior Space and Exhibition Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· Click here to register today inorder to be able to view the profile and other works by King Retail Solutions when results are announced.
AWARD DETAILS

Fresh St. Market Grocery by King Retail Solutions is Winner in Interior Space and Exhibition Design Category, 2013 - 2014.



· Press Members: Login or Register to request an exclusive interview with King Retail Solutions.

· Click here to register inorder to view the profile and other works by King Retail Solutions.
SOCIAL
+ Add to Likes / Favorites | Send to My Email | Comment | Testimonials | View Press-Release | Press Kit
See other A' Design Award and Competition WinnersA' Design Award Presentation Submit Your Designs
 
HOMEPAGE | SITEMAP | JURY | VOTING SYSTEM | EVALUATION CRITERIA | METHODOLOGY | BENEFITS FOR WINNERS | BENEFITS FOR SPONSORS | PRESS-KITS | NEWSLETTER | RESOURCES | DOWNLOADS | DATES | FEES | PAYMENT | WINNERS SERVICES | TRENDS | RANKINGS | DESIGNER PROFILES | SUPPORT | PRIVACY POLICY | PAYMENT METHODS | THE AWARD | JURY | CATEGORIES | REGISTRATION | PRESS | WINNERS | PUBLICATIONS | ENTRY INSTRUCTIONS | DATES & FEES | ELIGIBILITY | DESIGN REPORTS | MUSEUM OF DESIGN | GROUPS | INSTITUTIONS | COMPANIES | WINNER DESIGNS | SOCIAL TOOLS | BENEFITS | SPONSOR AN AWARD | CUSTOM COMPETITIONS | LIST OF COMPETITIONS | SPONSORED COMPETITIONS .
Follow us : Twitter Twitter | Twitter Facebook | Twitter Google+.
Share |