The fruit and vegetable department often functions as a supermarket’s visiting card. This is where customers start their shopping expedition. So it’s all the more important that the area should be appealingly designed and have something to say. In the biggest independently managed REWE store of the Rhine-Main region, the Bernd Kaffenberger REWE in Bad Vilbel, we were given the task, in partnership with the advertising agency burnthebunny, of transforming this department into a shopping adventure.
The leading idea of the new design we planned was ‘the weekly market at the supermarket’ – because the intention was to create a reorganised and user-friendly platform which would focus on the showcasing of seasonal and regional products. As a clear and appealing publicity message, the department was therefore rechristened in short order, becoming ‘Fields and Fruits’.
An urbane, and at the same time authentic and classy look was provided by burnthebunny’s graphic elements and the spatial design by Jazzunique. The motto we kept in mind here was ‘Back to basics!’ – there was to be no tiresome harping on prices, everything was designed to emphasise the freshness and quality of the products.
The entire design was aimed at putting the produce – the fruit and vegetables – in the limelight. Dark and simple colours allowed the furnishings to retreat into the background, so the produce could shine. Natural materials, like oak, helped create a warm and cosy atmosphere – just as you would expect of a weekly market. With the aim of optimising the customer’s shopping experience, we provided a clear and thematic demarcation of zones: different products are not only separated off in spatial terms, they also have a distinctive style.
Fruit, vegetables, herbs, special offers – the specifically chosen furnishings give each sector its own characteristic look. So customers can see at a glance just where they are. All the furnishings are custom-made, providing the best possible conditions for storage of the various kinds of produce. A contrast is provided by the service counter, with its white tiles against a black rear wall – in future this will serve as a platform where products can be processed in full view. It’s designed to catch the customer’s eye, seeing that it is the first point of contact if you need personal advice or want to make your particular preferences known.
In addition to the fruit and vegetables department, Jazzunique also gave the supermarket florist’s counter a new face. Light but restrained colours
enable the resplendent flowers to take centre stage. Recessed zinc buckets for cut flowers in different sizes make wobbly plastic containers a thing of the past.
Charming features that catch the eye are flowerpots on a pulley, and a shelf system reaching the ceiling – making it quite difficult for customers to leave the florist’s without putting their hands in their pockets.