First Place in VMSD's Renovation Competition
Renovation – Supermarket
Woolworths, Somerset West, South Africa
Submitted by: Woolworths Pty. Ltd., Cape Town, South Africa
Woolworths in Somerset West, South Africa, aimed to expand its footprint of 4306 square feet (400 square meters) to a whopping 25,833 square feet (2400 square meters), making it the largest location in the supermarket chain.
“The current trends we’re seeing [reflect] a theatrical approach to food,” says Nicholas Criticos, head of store design, Woolworths Marketing (Cape Town, South Africa). “People want to see the butcher working, the coffee roasting, the bread baking – the way things were done in the past.”
To create this immersive environment, shops-in-shops were installed – from a sushi station to a florist – steering away from the usual aisle-aesthetic. Even so, Criticos explains, it was crucial for the “design language [to speak] evenly throughout the store.” Modern signage, flooring and materials tie the package together.
“This volume of space is amazing for Woolworths,” says Bob Welty, director, design, WD Partners (Columbus, Ohio), a competition judge. “It’s very controlled, clean and delicately designed.”
For more first place winners and honorable mentions from VMSD's 2014 Renovation Competition, please check vmsd.com throughout the month of September.
For the full article in VMSD's September issue, click here.
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