Working with a team of graphic and interior desiners the brief was to create an engaging and inspirational environment that is easy to shop, rich in attitude and energy, with the key customer objective of changing the perception of Sainsbury’s to view it as a credible non-food retailer.

We needed to create an environment that could sit within the constraints and brand values of the Sainsbury’s corporate guidelines and principles, ensuring that the design met the challenges whilst maintaining the integrity of the brand’s corporate responsibility guidelines and best practice at store operation level.

The main departments to focus on were the ‘TU’ fashion brand, Health and Beauty and General Merchandise. General Merchandise included Home and Entertainment.

Master planning followed the project’s definition, laying out the main departments by introducing a secondary circulation and promotional aisle, which helped to define the navigation and allow customers to more easily shop the offer. Visibility and consistent navigational signposting were critical to success. From the approach to the store, through to the shelf price ticketing, the customer is clearly informed and navigated through the journey initially by a car park totem that gives information about the breadth of the non-food offer, and then from the entrance and throughout the store.

© Dalziel & Pow