Design evokes desire to discover
MAIN & VINE | Gig Harbor, WA
size: 27,000 sf
completion: February 2016
photos: Lisa Elledge Photography
Shop! members contributed to the following elements:
FRCH Design Worldwide design
EVOKING A SENSE OF CULINARY WANDERLUST, the layout for this Kroger-operated, grocery store prototype purposely blurs the lines between departments.
Installing streamlined fixture displays create open sightlines that encourage shoppers to take their own self-guided path. Bold graphics and a proprietary naming strategy of key in-store destinations further add to the discovery process within the bright, airy space.
Taking cues from nature and the local landscape, the design features a fresh vibe that mixes contemporary elements with community pride. A living green wall and two-story seaside mural pay homage to the area’s diverse terrain. Retaining the building’s 100-year-old wood ceiling beams pays homage to the structure and history.
Other features include a central hub to host events and signature canopies that sculpturally define departments. Rich color and a mix of naturally textured materials also form a perfect neutral backdrop for the bountiful displays of fresh produce.
With only one location, the experimental grocery concept — which included an in-store app and perks program — shut its doors in early January. Features tested there will be incorporated into operations at Kroger’s other banners. These include the heat-and-serve bulk seafood initiative and the pizza program, according to news reports.