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Ole’ supermarket G2
new retail design, volume 2 : anything (but fashion), page 138-141
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Well known for a broad range of imported products, Ole' is an upscale Chinese lifestyle supermarket chain. The supermarket was established in 2004 by retail group China Resources Vanguard. The opening of several Ole' store based on different retail concepts created quit a bit of confusion among customers. The brand evolution that followed led to Ole' Generation 2 (Ole' G2). Consistency was key to the creation of a retail concept that would be easy to replicate at new locations. This is where design consultancy rkd retail/iQ was brought in. Ole' G2 was visualized as a merchandise and customer-service experience within an environment designed to play a secondary role. The first 'new concept' Ole' G2 supermarket opened its doors at the Holiday Plaza Shopping Center in Shenzhen. Primary merchandising categories - such as wine, fresh products, household accessories and health-and-beauty products - were all accommodated in customized environments, while remaining areas assumed a more uniform 'umbrella appearance'. The existing format was completely re-evaluated. New categories were added
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 and new combinations were created to further enhance the lifestyle ambience and upmarket positioning that differentiate Ole' from the competition. Even the supermarket's logo was restyled. The team at rkd retail/iQ took responsibility for the strategic brief; all creative expressions; name generation; brand and environmental graphic programmes; and retail planning, design and construction documentation. The Ole' G2 growth format is to be implemented at other upscale locations throughout China, including Beijing and Hong Kong. |
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