New Way to Shopko

Shopko Stores Inc. (Green Bay, Wis.) has unveiled its first new full-line store in nearly seven years in its home city. The 80,000-square-foot prototype, which opened earlier this month, was designed by Chute Gerdeman Retail (Columbus, Ohio).

Designers say the new store aims to be warm and welcoming, and to connect directly with women shoppers while maintaining Shopko’s traditional discount store efficiencies.

“Our client’s goal was to create a shopping experience for her that would be reassuring, stylish and fun,” says Brian Shafley, Chute Gerdeman’s president and creative director.

Chute Gerdeman’s first step in the rebranding process was a redesign of the Shopko identity to better complement its new female-focused brand positioning. The new, more sophisticated identity features a feminine, fashion-forward aesthetic with an earthy palette.

Inside the store, the central entry was designed to feel like a specialty store – modern and warm, with the new Shopko logo incorporated in the flooring. At the entry of each major department, boutique focal points help break up the big-box feel and make the store easier to navigate.

“Residential design cues, stylized and adjusted for scale, were key in establishing an aspirational but familiar tone in the space,” says Shafley.

Armoire fixtures, overhead lamp shades, coffered ceiling elements, picture rails, crown molding and crisp white woodwork highlight the merchandise. The store’s perimeter features framed lifestyle imagery displayed on an integrated rail system.