Ole' supermarket G4
stores of the year
SCOPE OF WORK
The objective was to build on the existing Ole’ format – also created by rkd retail/iQ – to develop the next generation G4 Ole’ supermarkets with an enhanced category definition and expanded merchandise assortment.
The first entrance for Ole’ in western China, and within the most upscale shopping center in Chengdu, Ole’ G4 delivers the highest level of customer service and the largest assortment of local and imported merchandise within a clear and contemporary environment that promotes an experience, exposure and choice. The design is the exact expression of the brand promise in terms of clarity of planning, interior design, graphic communications, category adjacencies, merchandise presentation/assortment and customer service.
From the entrance branding through to the price tags, the entire graphic program is unified through color, material and character to maintain a consistent communication story that is focused on information and benefits first, and price and promotion second.
Simple and straightforward general illumination of T5 florescent lighting is punctuated with flexible CDMT spotlights for highlighting and focus.
Visual merchandising is directed at the product level in all categories of dry grocery, fresh food, house-wares with a focus on clarity of offer, origin and product benefit.
Wide aisles and clear vistas to important focal elements create landmarks allowing customers to fulfill their weekly, or daily, shopping needs. Within the complete merchandise assortment and logical category adjacency there are various paths, or journeys, provided for the shopper. Beyond the basic supermarket gondolas that are enhanced with special functions and materials-special fixtures were created in wood tones and framed and supported with dark metal accents.