The renovated Duane Reade in New York, at Broadway and 52nd Street, now houses the chain’s first self-serve frozen yogurt bar – The UpMarket Fro-Yo. The concept is part of the chain’s plan to become a health, beauty and daily living destination, says Joe Magnacca, Duane Reade president.
Duane Reade collaborated with CBX (New York) to help develop the name and design for the store-within-a-store environment. The UpMarket sub brand made its debut last year at Duane Reade’s 40 Wall Street location with a sushi bar and juice bar.
“UpMarket Fro-Yo is a unique creative addition to their strategy,” says Todd Maute, managing partner, CBX. “This was an opportunity for us to collaborate with Duane Reade management to continue the transformative ‘New York Living Made Easy’ vision and create a real destination that offers its customers something innovative in a sophisticated way.”
The contemporary design includes black and white subway tiles and a signature green color. Clever graphic icons speak to the various activities and places people usually enjoy while eating frozen yogurt, such as bike rides, ice skating, ball games and the beach. Menu boards, cups and napkins also incorporate the same edgy tone along with the icons, green swirl and talk bubbles (“Grab life by the berries” and “Go ahead, get creative”).
The shop is located at the store entrance across from the UpMarket Sushi and Juice bars.