Design Challenge and Design Ideas

Owned by the Musgrave Group, the opening of the Donnybrook Fair new flagship store in Dundrum Shopping Centre, brings the chain’s footprint in Ireland to six shops. A brand founded over 20 years ago, has now been modernised to appeal to a growing food interested population.
The monochrome palette synonymous with Donnybrook Fair’s brand heritage, was rejuvenated, given new modernity
(created by UK based brand experience design agency Household).
The new flagship store in Dundrum, created by MILLIMETRE DESIGN, was inspired/guided by the new look brand.
Steering away from the traditional food retail store model, the concept was to create simple, self-explanatory yet unique food experiences, to create curiosity, browse and exploration across the entire store journey. The store needed to provide an aspirational sense of lifestyle, with high end finishes conveying an elegant and sophisticated contemporary design.

How the brief was fulfilled

The journey within the Store was designed to inspire browse and discovery, through unique and sensory food experiences bringing more reasons to return.
Signature food experiences include; Chef’s Corner live cooking, designed to evolve with changing menus and time of day; Craft Butcher and Fishmonger’s fresh displays paired with Wine and Off Licence through taste-inspired communications; Pizzeria, Charcuterie and Delicatessen areas bringing sensory food-service to life;
Barista Bar connecting daily rituals with treat and impulse; LOFT restaurant with a welcoming bar and open kitchen, allowing customers to engage with the creativity of both the bar tending and cheffing teams.
Natural materials – white oak reeded timber, grey oak timber floors mix with neutral and light tones, herringbone washed grey floor tiles, scalloped wall tiles, fluted glass, crittal screens and natural effect surfaces give a layer of warmth and richness to the contemporary, characterful space.
Stain brass details and art deco-influenced lighting heightens the visual impact of food displays. Together with the beautiful 200-year-old stone and brickwork, this retail space allows customers to experience not only culinary excellence but also the sense of history and tradition that Donnybrook Fair represents.
The natural materials, warm tones, stone and timbers of the store interiors are softened with planting to create a neutral canvas for the exciting new food experiences. Remnants of the original buildings’ old stone walls now form feature areas, as well as the impressive staircase to the first-floor LOFT restaurant.
The restaurant on the first floor was designed in a similar manner to the ground floor food hall, similar principles applied. A unique coffee and wine experience bar welcomes you as a pillar of distinction in the centre of the restaurant – a grand but not intrusive statement.
The store experience has captured the imagination of new audiences with Meat and Fish performing above expectations at 20%+. The Chef’s Corner is 40%+ since launch and Loft lunch and dinner business is growing, with weekends at capacity for breakfast, lunch and dinner.