Safeway megastores UK
Award-winning retail design, format. Best hypermarket store concept. Interior store design, visual merchandising, graphics and way-finding signage.
Award-winning retail design, format planning and branding for Safeway. Best hypermarket store concept.
The store concept aims to embrace Safeway's passion for a best at fresh food strategy, to emphasise a quality consumer offering and create an exciting environment for both customers and staff.
Store location - Milton Keynes, Buckinghamshire, England.
What we did for Safeway Megastore
The executive management team of Safeway asked our design team with the evolvution of its Superstore concept into a Megastore. The retailer wanted to introduce non-food ranges, refresh current food offers and enhance the customer experience while reflecting its passion for fresh food, availability, product and price. The environmental zoning was designed to be flexible enough to allow different zones to feature in different store sizes. These distinctive zones for specific product categories enabled Safeway to compete more effectively against other major multiple retailers, but also with high street specialist shops. Through the strategic design process involved in these projects, CampbellRigg has gained a deep understanding of a host of retail sectors and insight into consumer behaviour.
An entirely new non-food offer was created by merging a department store ambience with the range and value proposition of a Megastore.
New retail spaces varying in height, colour and materials were created to provide a bold environment for our new merchandising concepts. Five themed zones were created; a zone for everyday items and impulse fresh food; personal indulgence zones for beers, wines and spirits and health and beauty and the entertainment and home living zones surround a new, ‘Mega-fresh’ restaurant and seating area.
Rethinking the hypermarket brand experience.
Safeway management introduced new non-food ranges, refreshed food offers and an enhanced the customer experience. The aim to support its passion for fresh food, availability of product and price strategy.