PG TECH: FRESH & EASY’S ‘UNTETHERED’ ASSISTANCE • PAGE 122                                               JULY 2011 • VOLUM...
WINNERS                                                                                 Price Cutter Plus, Springfield, Mo...
Best Overall Store Design/Urban Format                                                    (new ground-up construction, und...
the Market by Longo’S                                                                                         trains a war...
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The Market by Longo's Wins 1st Place in Progressive Grocer Awards

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Watt International's work with Longo's Wins 1st Place in Progressive Grocer Awards

The Progressive Grocer Store Design Contest is an annual competition to recognize supermarkets that set the standard in store design and innovation.

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The Market by Longo's Wins 1st Place in Progressive Grocer Awards

  1. 1. PG TECH: FRESH & EASY’S ‘UNTETHERED’ ASSISTANCE • PAGE 122 JULY 2011 • VOLUME 90 NUMBER 7 • $10 WWW.PROGRESSIVEGROCER.COM PAGE 18 EQUIPMENT & DESIGN !Viva la machina! Page 136
  2. 2. WINNERS Price Cutter Plus, Springfield, Mo. Best Overall Store Design Conventional Format (new ground-up construction, over 50,000 sq. ft.) Store Designer: Associated Wholesale Grocers, Inc. (AWG)/Design and Décor Source Group, Kansas City, Kan. The Market by Longo’s Best Overall Store Design/Urban Format (new ground-up construction, under 50,000 sq. ft.) Store Designer: Watt International Inc., Toronto Ont. Bing’s Supermarket, Sedalia, Mo. Best Low-cost Remodel (less than $2 million) – Communi- ty-based Format Store Designer: Associated Wholesale Grocers, Inc.by Meg M a jor (AWG)/Design and Décor Source Group, Kansas City, Kan. Super 1 Food & Pharmacy, Shreveport, La. applauds a new collection of Store Design Best Low-cost Remodel (less than $2 million) – Value FormatContest award winners, whose innovative, Store Designer: Brookshire Grocery Co., Tyler, Texasfunctional masterworks profiled on the fol- Glorioso’s Italian Market, Milwaukee, Wis. Best Low-cost Remodel (less than $2 million) – Urban Formatlowing pages provide a closer look at 11 of the Store Designer: Mehmert Store Services, Sussex, Wis.industry’s most engaging and inspiring concept Ray’s Apple Market, Manhattan, Kan. Best Mid-budget Remodel ($2 million to $5 million) – Community-based Formatsupermarkets. Store Designer: Associated Wholesale Grocers, Inc. (AWG)/Design and Décor Source Group, Kansas City, Kan. Bistro Market by Price Cutter, Springfield, Mo. Best Mid-budget Remodel ($2 million to $5 million) –From downtown Milwaukee to a New Orleans neighborhood struggling to re- Urban Formatcover from the devastation wreaked by Hurricane Katrina and various locales Store Designer: Associated Wholesale Grocers, Inc.in between, 11 grocery stores that set the standard for overall excellence are (AWG)/Design and Décor Source Group, Kansas City, Kan.showcased on the following pages of ’s second annual Lakeview Grocery, New Orleans, La. Best Mid-budget Remodel ($2 million to $5 million) –Store Design Contest. Community-focused Conventional Format Store Designer: King Retail Solutions, Eugene, Ore.Five categories — including two for new ground-up construction, as well asthree budget levels for remodeling projects ranging from modest to unlimited Runner-Up: Brookshire’s Food & Pharmacy, E. Fifth Street, Tyler, Texas— gave operators of every shape and size a chance to be recognized in the Best Mid-budget Remodel ($2 million to $5 million) –following classes: Community-focused Conventional Format Store Designer: Brookshire Grocery Co., Tyler, Texas Best Overall Store Design Exito del Este, El Tesoro, Colombia (new ground-up construction, under 50,000-square-feet) Best Overall Store Design – International/Hypermarket Best Overall Store Design Format (new ground-up construction, under 50,000- (new ground-up construction, over 50,000-square-feet) square-feet) Store Designer: Watt International, Inc., Toronto Ont. Best Low-cost Remodel (less than $2 million) 1st Place: Calgary Co-Op Quarry Park Centre, Best Mid-budget Remodel ($2 million to $5 million) Calgary “Sky’s the Limit” Remodel (more than $5 million) Best Overall Store Design – International/Conventional Format (new ground-up construction, under 50,000-Construction of eligible store designs and remodels must have been completed square-feet)between January 2010 and December 2010. Store Designer: King Retail Solutions, Eugene, Ore.18|progressivegrocer.com |J u l y 2 011 AHEAD OF WHAT’S NE X T
  3. 3. Best Overall Store Design/Urban Format (new ground-up construction, under 50,000 square feet) The Market by Longo’s ToronTo I ncorporating all of the fresh departments and offerings of its traditional stores within the reduced footprint of a 7,800-square- foot urban model, The Market by Longo’s builds on the success of its evolving urban-concept store strategy that reflects a new genera- tion of Longo’s stores designed to meet an increasing demand for a superior shopping experience, while providing downtown customers access to a wide variety of quality foods. Working closely with Longo’s to develop a solutions-based store format that placed less emphasis on center store in favor of fresh foods, store designer Watt International Inc.’s finished product skill- fully incorporates a streamlined offering of grocery, dairy, bakery and frozen foods. To ensure a seamless, fluid floor plan to shop, the design team prioritized working with a footprint that was familiar to shoppers and similar to a full-shop grocery store. A rectangular shape was chosen to accomplish this goal, offering shoppers the perception of a more familiar store layout, and therefore making it easier for them to find everything they need. The design placed produce in a familiar, favorite front-of-store location to highlight Longo’s fresh, healthy offerings while further reinforcing that the store is a condensed grocery store rather than an upgraded convenience store. Watt’s design team also incorporated custom lighting that elevates the space and takes advantage of the high ceilings. » The round silver lighting employed throughout, meanwhile, 22PriCe CUtter PLUSrole in giving each department its own uniqueambiance, as did the selection of the light fixtures,the foot-candle contrast in each department, andthe sleek use of graduated ceiling planes in severalof the departments. Another challenge the design team successfullytackled was the floor plan, which created a rela-tively narrow walkway between the deli and organicarea. Task lighting was added above the servicecases, but a drywall soffit would have visually closedoff the space. An astute solution was devised in theform of a custom-designed, narrow structural bandplaced above the deli that allows for well-placedaccent lighting without overwhelming the area withan overhead soffit. In addition to its innovative and attractiveinterior, the store also has a number of sustainablefeatures, including a system that reclaims heat fromrefrigeration units to warm the building.20 |progressivegrocer.com |J u l y 2 011 AHEAD OF WHAT’S NE X T
  4. 4. the Market by Longo’S trains a warm spotlight on merchandise while adding an upscale feel to the urban store, which also conveys a more boutique feel to create a warm and inviting shopping experience. Among the challenges confronted by the design team was a slight elevation of the front door, which prohibited customers from easily seeing it from street level. To solve this issue, a large amount of appetite-appealing exterior photography and clear signage communicating savings and specials was installed to entice customers and capture their attention. Interestingly, due to recent street beautification regulations enforced by the city of Toronto, Longo’s and Watt were also challenged not only to redesign the inside of the new store, but also to refresh the exterior, while adhering to various city policies. And here again, the end result is an exterior that’s as inviting and visually stimulating as the interior of the gourmet compact grocery supermarket. Another challenge that needed to be addressed and surmounted was the harshness of the concrete that surrounds the store. Working with Longo’s, Watt created exterior applications that covered most of the concrete around the store. Further, by using Longo’s brand colors strategically on the exterior of the build- ing, the store designers were able to soften the harsh exterior and bring the brand to life at street level. Yet one more challenge was maintaining the brand essence of Longo’s between its suburban and urban stores. By using similar building materials and finishes while simultaneously communicating its core underlying messaging that conveys comfortably familiar layouts like those in its suburban stores, The Market by Longo’s has been able to maintain its own unique brand essence while expanding into a new and exciting market segment. Since its grand opening in March 2010, Longo’s Hudson Bay Centre store’s first-year performance was strong, reaching 90 percent of its projected estimates. Even more promising are sales for the first half of 2011, which are currently trending at more than 30 percent over last year’s, reflective of strong customer and neighborhood acceptance and approval, as well as an excellent combination of loca- tion, design and offerings. Store DeSigner Watt International Inc., Toronto22 |progressivegrocer.com |J u l y 2 011 AHEAD OF WHAT’S NE X T

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