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- Ole’ supermarket G1, mixc, shenzhen
In the relatively affluent city of Shenzhen in Southern China, China Resources Vanguard, CRV, challenged themselves and rkd retail/iQ to create the first international caliber lifestyle supermarket in China within the new mix-use development MIXC.
Although CRV currently operates a significant number of outlets in 3 formats and channels; Vanguard (a hybrid supercenter/department store format), CRC Shop (a neighborhood supermarket) and CRC Superstore (a neighborhood mini hypermarket), Olé had to be a different.
The new location in MIXC would be the first important step toward establishing a position for Olé. Obviously the design concept was a very important component to the overall experience but on it’s own would not be enough to create the repeat destination of choice in this challenging specialist segment. Team CRV took the company’s core merchandise and service assortment and went to work to edit and introduce a significant amount of new to the market services and import items that would cater to the aspirational target customer.
In the 3,660 m2 (gross) area, plan type, personal space combine with unique category definition was envisioned to create a lifestyle supermarket that encouraged lingering while gaining experience and education with new products and services.
The establishment and use signature color and communication language of the brand, category and service created an overall consistent Olé link. While specific merchandise categories; Health/Beauty/Spa, Fruit/Vegetable, Seafood, Meats, Delicatessen, Bakery, Wine/Spirits and Lifestyle Foods were purposely individualized with color, material and architecture to help create the experience of a specialty fresh food shopping street.
Artwork was integrated into the overall design layering. Print and dimensional artwork was used to create a respite, add to the overall taste level of the environment, as well as give Chinese artistic styles an opportunity to help localize Olé.
rkd retail/iQ was responsible for the strategic brief, all creative expressions, name generation, brand and environmental graphic programs and retail planning + design and construction documentation .
Although CRV currently operates a significant number of outlets in 3 formats and channels; Vanguard (a hybrid supercenter/department store format), CRC Shop (a neighborhood supermarket) and CRC Superstore (a neighborhood mini hypermarket), Olé had to be a different.
The new location in MIXC would be the first important step toward establishing a position for Olé. Obviously the design concept was a very important component to the overall experience but on it’s own would not be enough to create the repeat destination of choice in this challenging specialist segment. Team CRV took the company’s core merchandise and service assortment and went to work to edit and introduce a significant amount of new to the market services and import items that would cater to the aspirational target customer.
In the 3,660 m2 (gross) area, plan type, personal space combine with unique category definition was envisioned to create a lifestyle supermarket that encouraged lingering while gaining experience and education with new products and services.
The establishment and use signature color and communication language of the brand, category and service created an overall consistent Olé link. While specific merchandise categories; Health/Beauty/Spa, Fruit/Vegetable, Seafood, Meats, Delicatessen, Bakery, Wine/Spirits and Lifestyle Foods were purposely individualized with color, material and architecture to help create the experience of a specialty fresh food shopping street.
Artwork was integrated into the overall design layering. Print and dimensional artwork was used to create a respite, add to the overall taste level of the environment, as well as give Chinese artistic styles an opportunity to help localize Olé.
rkd retail/iQ was responsible for the strategic brief, all creative expressions, name generation, brand and environmental graphic programs and retail planning + design and construction documentation .
