Retail concept development, Sustainability, Green initiatives, Retail design
Blink's transformative design for ICA Maxi Foodhall has turned it into an unrivaled destination for family food shopping. By combining vibrant market-style presentation, interactive food craftsmanship theater, enhanced sensory experiences, and sustainable initiatives, Blink has crafted an exceptional shopping environment. The foodhall is now a place where families gather, nourish their bodies and souls, and actively participate in building a more sustainable future.
In a world where retail experiences have become mundane, Blink, the renowned Swedish retail design agency, partnered with ICA Maxi to redefine the concept of foodhalls. The result was an innovative and thoughtful design that transformed ICA Maxi Foodhall into a family destination focused on well-being for both body and soul. This case description highlights the key elements of the project, emphasizing the vibrant market-style presentation, sustainable design, kids' involvement, and unbeatable value proposition.
The Vision —
Blink envisioned a unique and holistic shopping experience that caters not only to adults but also to children, promoting a sense of community, well-being, and eco-consciousness. The ultimate goal was to create an outside al fresco market ambience within the walls of the foodhall, immersing shoppers in an environment that nurtures their senses and encourages them to embrace healthier and more sustainable choices.
Key concept features —
Market-Style Presentation of Fresh & Organic Food:
ICA Maxi Foodhall now stands apart with its vibrant market-style presentation. Local and organic produce take center stage, enticing shoppers with a wide array of ultra-fresh ingredients. The layout enhances exploration, inviting customers to engage with the food they buy and learn more about the benefits of locally sourced and organic products. The design strikes a harmonious balance between functionality and aesthetics, making shopping a visual delight.
Food Craftsmanship Theater with the Green Deli Vegetable butcher:
At the heart of the foodhall lies the Food Craftsmanship Theater, a dynamic space where the culinary artists showcase their skills and creativity. A highlight of this theater is the Green Deli Vegetable Butcher, where skilled staff offer personalized vegetable cutting and preparation services. The theater provides a unique interactive experience, inspiring customers to explore new cooking techniques and experiment with fresher ingredients.
Enhanced Sensory Experience:
Blink thoughtfully incorporated sound and scent zones to amplify the ambiance and elevate the shopping experience. Hero categories receive special attention with carefully curated background sounds and captivating scents, enhancing the appeal of particular sections and products. Customers are enticed to explore, linger, and discover hidden culinary gems as they follow their senses through the Foodhall.
Empowering Kids to Shop:
Recognizing the importance of involving children in the shopping experience, ICA Maxi Foodhall offers dedicated kids' trolleys and scales. In-store produced healthy snacks cater specifically to young taste buds, promoting healthier eating habits from an early age. By allowing children to participate in the shopping process, Blink fosters a sense of responsibility and helps build positive associations with food and nutrition.
Sustainable Design and Eco-Conscious Initiatives:
ICA Maxi Foodhall showcases sustainable design principles, making a positive impact on the environment. Eco-conscious materials, energy-efficient lighting, and sustainable technology are integrated seamlessly into the design. Waste reduction initiatives, including recycling stations and reusable packaging options, inspire shoppers to adopt eco-friendly practices, contributing to a greener future.
Unbeatable Value Communication:
Transparent and clear value communication is at the core of ICA Maxi Foodhall's success. Through creative and engaging signage, Blink ensures that customers understand the benefits of shopping at the foodhall. From emphasizing the freshness of local produce to showcasing the cost-effectiveness of eco-friendly options, every aspect of the value proposition is communicated effectively.
At the heart of the foodhall lies the Food Craftsmanship Theater, a unique interactive experience, inspiring customers to explore new cooking techniques and experiment with fresher ingredients.
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With the help of an appointed food inspirator, vistors get ideas for healthy food recipes. It originates from the F&V area and flows out to social media channels.
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“ICA MAXI Foodhall stands as a testament to the power of thoughtful retail design in redefining the way people experience food shopping.”
— Pehr Eriksson, ICA
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