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Pettitt 4
Pettitt 3
Pettitt 1
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Category Commended

2018

Pettitt’s store design

STUDIO / DESIGNER

EXHIBIT

Richard Barnwall

CATEGORY

Visual Merchandising

Structures and Spaces

CONTRIBUTORS

Richard Barnwall – Lead (Exhibit), Martin O’Brien (MD), Kellie Sergent (Interior Designer), Elaine Merren (Graphic Designer)

Design Challenge and Design Ideas

Exhibit Design were engaged to design an entirely new concept store for Pettitt’s. The client requested a holistic approach to the store design that incorporated all aspects from GA layout, concept design, visualization, detail drawings for construction, brand design, project management & implementation. As part of this brief we were tasked with designing an entirely new store layout, that focused on a strategic customer flow from entrance to exit.
The store remained open for the entire refurbishment. Thus the fit out was planned in phases within the store which provided challenges around fit-out scheduling. We ensured all design & detail drawings incorporated break areas that allowed for these cordoned off phases. Scheduling each phase also required all fixtures, fittings & accessories to be complete & fully functional for operation. Due to the building being constructed as added sections through legacy extensions there were considerable challenges to address around uneven floors & ceiling heights.

How the brief was fulfilled

Exhibit worked closely with Pettitt’s internal store development team to complete extensive research around new trends in retail design, fresh/prepared food & general best practice. Through analysis of our research we generated a series for layout proposals that satisfied category & sub category product layouts in addition to generating a new customer journey from entrance to exit. We developed a top line design approach that established a new look & feel for the store based on established trends. This design approach is carried throughout all areas of the store to ensure a consistency in look & feel was maintained throughout.
New material specifications around flooring, lighting & illuminated branding were incorporated as part of our design. Our proposal identified key areas of the store where an ‘experience’ based approach was taken. We designed an environment the highlighted the engagement between the customer & experienced staff members where the expertise of their trade is fully on display.
We generated a design theme that is consistent across the entire store. The design team’s approach to material specification was balanced between classic style fixtures & contemporary finishes.
Visual merchandising of the product & food offering is central to our design. We actively identified key areas where bespoke VM tiered displays have been incorporated making the product offering the primary focal point.
A new flooring product was used that allowed for a challenging & undulating floor including laser cut feature floor areas seamlessly incorporated, further highlighting key customer engagement areas.
Feature recessed LED strips were incorporated as part a new way-finding device to strategically highlight recessed areas deemed to be in less viable areas of the store. Innovative use of polished brass detailing from fit-out to brand was incorporated giving a clear & distinctive point of difference from other Supervalu stores.

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