Breakplace Convenience Store

All too often, convenience stores are seen as “conveniences” the same way public toilets are — and how often do public toilets develop brand loyalty? Put another way, how does a c-store go from utility to destination? That's what Conoco, the Houston-based gas retailer, wanted to know. Researchers at the New York City-based identity consultancy Lippincott & Margulies determined that a store that appeals to heavy users (called “convenience connoisseurs”), develops loyalty from the public at large as well. The key was to present the store as a destination, a quick getaway — a break. It yielded the name breakplace. Becoming a breakplace also meant breaking away from dull, utilitarian, boxy c-store design. The intent, according to Peter Dixon, principal and senior designer for Lippincott & Margulies, was to elevate service and store presentation to standards not generally associated with this retail category. The new look begins at the building's exterior. A vaulted entrance gives the building a distinctive profile, and brick cladding, of a sort more commonly seen at restaurants than c-stores, creates an image suitable for high-quality food sales. The modular identity signage package accommodates separate Conoco and breakplace signs and leaves space for a co-branded facility partner, reinforcing the notion of breakplace as a destination unto itself.

The breakplace store is divided into such sections as “coffeebreak” (a cafe-style area with specialty foods), “freshbreak” (with baked goods and a deli counter) and “thirstbreak” (for cold beverages). Each section is marked by special sculptural signs. Other design elements reinforce each area's purpose: a corrugated steel panel reflects the “coolness” of thirstbreak, a truss of lights is a warm red in the coffeebreak area and graphic panels of foods and motoring history frame the freshbreak area. A separate grocery area is stocked warehouse-style with bulk merchandise, another departure from the traditional c-store, which is historically notorious for selling items in small quantities at astronomical markups. In keeping with the warehouse setting for this part of the store, the lighting and mechanical structures in this section are exposed. Another welcome touch is the cashier's area, which combines a friendly accessibility with the security necessary to prevent the store from becoming an easy target. A movable safety glass security screen can be positioned at night for protection and moved out of the way during the day. The cashier's area also offers clear sightlines to the pumps and the interior of the store, reducing driveoffs and theft. The breakplace concept stores were tested in Oklahoma City and Chattanooga, Tenn., and the new design will be employed in all new Conoco convenience stores, where the company hopes the new design will help it break from the c-store pack. Breakplace Convenience Store, Chattanooga, Tenn.

Design: Lippincott & Margulies, New York City Suppliers: Royston, Jasper, Ga. (fixturing); Zimmerman Sign Co., Tyler, Texas (signage); SGI, Houston (graphics) Photography by Fred Charles, New York City