Sustainable store redefines grocery experience
LONGO’S | Stoufville, ON, Canada
size: 40,000 sf
completion: November, 2018
photos: Philip Castleton
Contributing Shop! members:
Ampersand Studio design
A WELCOMING, IMMERSIVE ENVIRONMENT INSIDE THIS NEW SUSTAINABLE SUPERMARKET is raising the bar on the grocery experience. Among the design’s many highlights are elements that reflect the building’s energy-saving innovations, as well as the debut of several features.
“Through experience and research, we’ve learned what consumers want to see, do, and feel in this kind of space, so we’re able to raise the bar and create an immersive retail environment where customers engage, experience, and shop,” says Ferial Rahbari, principal of Ampersand Studio.
Honest, harmonious design aesthetics
The project transforms the client’s suburban format with a redesign that incorporates clean, honest, and harmonious design aesthetics into the finishes, wayfinding, and in-store communications
“Ontario is one of the most critical markets in North America for grocery,” says Glen Kerr, principal of Ampersand Studio. “To stand out, it was critical for Longo’s to create a proprietary experience that reflected their 60-year history while feeling modern, relevant, and fresh, but also familiar to their loyal customers.”
Highlighted service points and destinations feature materials that emphasize the offering and match with the origin of the product.
Wall treatments of sustainably harvested moss in the produce department provide a feeling of freshness. Handmade cement tiles create a decorative, eye-catching front face in the kitchen department. Dedicated dining area with various height seating, wooden slat divider, and large windows provide natural lighting.
The project marks the debut of a secondary aisle through its center, cutting the gondola length in half to give customers more choice and create a convenient, relaxing shopping experience.
Other firsts not found elsewhere in the chain are a juice bar sitting adjacent to the Starbucks, and a living well section with better-for-you products and a full-time dietician. Strategic adjacency between the living well section, produce, and bulk shop aligns with consumer lifestyle choices.