Marks & Spencer (GB)
Flagship store in Olympic Retail Centre
The British retail firm Marks & Spencer has introduced a completely new and well-thought-out look for its food halls.
It will be implemented for the first time in the new flagship store at the Stratford Olympic Retail Centre in East London. The customer will find a warmer, more inviting and natural Food Hall. Teresa Clark, Head of Design at M&S is sure that the new look will be subliminally associated with the company's declaration on sustainable retailing and purchasing, "Plan A", which is expressed in this case in a visually interesting and engaging shopping experience. The use of wood for the shelves accentuates the quality and natural origins of the dry and fish products and at the same time creates a feeling of freshness and assurance of the all-round quality of the goods presented. "Thanks to the co-operation with Wanzl Shop Solutions, we will be able to continue using the proven wire shelving system and to extend the wood elements, which help to impart a warmer and more natural atmosphere to the sales area," explains Teresa Clark.
Clive Jury, who managed the project on behalf of Wanzl UK, notes that thanks to its look, the new solution reminds one less of series production and instead radiates an authentic rustic feel.
"This creates the feel of a fully rustic quality of life in the Food Hall. And in many ways this reflects the continental European sales style for food, which relies on natural presentation to highlight the freshness and quality of the food." Clive Jury explains that the striking visual alteration is due to the use of wood for the rear walls and edges. "We have also proven that Wanzl is capable of developing and supplying extraordinary shelving solutions that bring a unique shopping experience to stores."
This includes:
- A low-height stepped flower and plant presentation stand with natural wood planking on a black steel frame with galvanised flower pots;
- A display for potted herbs that looks like an old wooden apple crate, with rustic font, on a black frame, all combining to create a 'garden shop' experience
- A baked goods presentation stand that reminds one of a boulangerie with the wooden-bottomed shelves, woven baskets and presentation of hand-made breads on grease-proof paper.
The use of blackboards for displaying prices and for messages regarding the products also gives the impression that one is shopping at a market. The M&S Stratford store inside the Olympic Village is the first of 16 stores in Great Britain that have converted their Food Hall to the new concept.
Clive Jury: "The next 15 stores will borrow aspects from the new London store but also retain tried-and-tested elements. The advantages are clear to see: the customer experiences a new, natural shopping experience within a familiar environment."
