MENY, CC Vest, Oslo, Norway
MENY has piloted a 23,000 sqft concept store in CC Vest, Oslo, that represents its largest store size and format.
MENY is on a mission to help customers Eat Better and Live Better, by continually pushing the boundaries of what supermarket retail can offer its customers, and in line with this mission, creative agency Household, has designed a new concept store that bucks the trend in reducing counter-service space.
The concept store redefines the role of counters as a modern fresh statement that boldly dominates the customer experience – amplifying unwrapped choice, food service and a self-service journey that is in tune with how customers see and shop for food.
The concept store is designed to feel familiar, with a celebration of food at core touchpoints where quality and fresh matter most – fruit and veg, produce, bakery, cheese, meat and food to go. As much as 25% more space is dedicated to fresh than in smaller formats. The fresh journey experience is defined by a dramatic timber wrap that anchors the extensive length of the counters and fresh mid-floor experiences, bringing natural warmth, and enticing customers to explore and engage.
The focus of the design has been to strip back complexity, overwhelming communications, and let the breadth of fresh product become accessible, desirable and easy to shop, with as much visibly unpacked food as possible. This is a considered move away from the perception play on ‘artisan and old-fashioned grocery retailing’, towards a modern celebration of Norwegian food and lifestyles. The concept design purposely elevates real authenticity and beautiful simplicity as true daily enjoyment of fresh food for everyone. Pre-packed choices similarly follow in simplicity to guide ease and convenience of selection.
Customers can explore new flavours in the cheese cave and see the meat curing space while talking to the expert butcher. Informal food taste tests celebrate food and flavour, while live weekend demos offer hints, tips and an extra reason to visit. While the new MENY CC Vest store has a large footprint, convenience is still key. Food-to-go is the first counter touchpoint, positioned at the front of the store for ease of grabbing a coffee, sandwich and quick pay. Convenience is also dialled up in MENY’s Kitchen counter area, where fresh and easy self-cook meals are ready to take home, heat and eat.
Household has introduced carefully chosen new materials of local handmade tiles and real timber large scale panels. High level signage is bold and simple, directing the eye lower to the food choices and communications designed to complement the fresh offer, rather than overwhelm with unnecessary visual noise. Household has evolved the brand and retail graphic communications to encourage a more human and direct conversation throughout the store, such as asking about seasonal choices or product recommendations. Brand assets created feature chalk-like illustrative icons and line flourishes that bring MENY’s personality. Headline font Futura Passata and playful handwritten font, Manus now form part of the brand identity.
The 23,000 sqft concept store piloted in CC Vest, Oslo during the summer. The store is performing above expectations with a 30% up like for like on the opening weekend. Following the successful launch in CC Vest, Oslo the concept will be rolled out to the largest MENY stores across the estate.
Julie Oxberry, Household Managing Director and Co-Founder said “We have partnered with MENY over the past six years and are proud to continue elevating the MENY brand and service experience at MENY CC Vest. Service and experience are significant differentiators for MENY and are key to engaging and inspiring customers.”
Robert Fjeld, MENY Concept Store Manager said “The Household team’s continued development of our concept ensures that MENY will still be ahead of our competitors.”