A Tale of Two Cities’ Longo’s

Ampersand Studio has been helping Longo Brothers Fruit Markets evolve its brand over the years with relevant design. Two of the family-run Canadian grocery chain’s stores offer a glimpse into where the brand is today.

1 LONGO’S | Stouffville, ON, Canada
completed November 2018 | size 40,000 sf | photos Philip Castleton
Contributing Shop! member: Ampersand Studio design

With a modern, relevant shopping experience in a bright, airy space, this design for Longo’s larger-format stores helps the brand stand out in one of the most competitive North American grocery markets. LED lighting washes the perimeter walls, while throughout the space, bright, but soft colors contribute to a sense of freshness. Textures and materials evoke the outdoors.

Historical images of the founders throughout the store reflect the 60-year heritage of the family business. This and warm, welcoming materials keep the brand aesthetic familiar enough to loyal customers. Sustainable materials include existing elements that were modernized. Friendly communications throughout the store aid navigation and avoid visual clutter.

The cornerstone of the store, Longo’s Kitchen, now sits at the front, where customers see it upon entry. “Pallets” intertwined into a grid-like bulkhead system enveloped in sustainably harvested reindeer moss highlight produce offerings. A feature wall of bulk product encourages customers to reduce the use of plastic.

A secondary aisle through the center of the store results in shorter gondola runs, improving convenience for quick, frequent shopping trips. Along the perimeter, a white brick envelope for refrigerated cases highlights the dairy department. Separated from the hustle and bustle of shopping by a wooden slat structure, an in-store dining experience features various types of seating, large windows for natural lighting, and white distressed porcelain tile to visually delineate the area. 

2 LONGO’S | Liberty Village, Toronto
completed November 2019 | size 22,500 sf | photos Philip Castleton
Contributing Shop! member: Ampersand Studio design

An evolution of the Stouffville design, this immersive food destination reflects the historical industrial feel of the neighborhood and, in pre- and post-COVID times, brings locals together, encouraging multiple weekly visits. A 150-seat food hall to the right of the entry offers international cuisines and features local third-party vendors. Its focal point is a large mural by a local artist celebrating freedom, harmony, love, and the ability of food to bond people together. 

The localization is repeated in the supermarket space, with independent local partnerships such as Jacked Up Coffee truck and Amsterdam brewery. Connecting the food hall with the supermarket space is a “kitchen” anchoring the center of the store. Framed by a perforated metal facade above, the kitchen service is highlighted by black and white accent tiles. 

The open-concept space incorporates existing concrete columns, exposed ventilation pipes, and LED neon signs in a nod to the area’s factories. A monochromatic palette echoes the industrial theme throughout, with a touch of accent colors highlighting new offerings. For instance, emerald green tiles highlight a Salumi e Formaggio bar while metal accents complement the wine displays. Real materials such as concrete, brick, and pallets reinforce the perception of freshness throughout the space. As with the Stouffville store, porcelain tile accommodates the high volume of foot traffic and shopping carts.

The space fits different occasions: coffee and juice bar offerings for the morning run, prepared meals to go for those in a rush, and the food hall for business meetings or watching a game after work. Even weekend grocery runs prepandemic allowed consumers to enjoy a glass of wine or a pint of beer as they shop the aisles.

Due to the high volume of customers, the space feels accommodating without encouraging excessive dwell time. A limited amount of comfortable wall-to-wall bench seating, numbered booth seating, and extensive bar seating achieve that balance.