The new trend for the natural look – Marks & Spencer offers a whole new shopping experience at its Food Hall near to the Olympic Village.
The British retail firm Marks & Spencer has introduced a completely new and well-thought-out look for its food halls.
It will be implemented for the first time in the new flagship store at the Olympic Retail Centre Stratford in East London. The customer will find a warmer, more inviting and natural Food Hall. Teresa Clark, Head of Design at M&S is sure that the new look will be subliminally associated with the company's declaration on sustainable retailing and purchasing, "Plan A", which is expressed in this case in a visually interesting and engaging shopping experience. The use of wood in the shelves area accentuates the quality and natural origins of the dry and fish products and at the same time creates a feeling of freshness and assurance of the all-round quality of the goods presented. "Thanks to the co-operation with Wanzl Shop Solutions, we are in a position to continue using the proven wire shelving system and to extend wooden elements, which help to impart the sales area with a warmer and more natural atmosphere", explains Teresa Clark.
Clive Jury, who managed the project on behalf of Wanzl UK, notes that thanks to its look, the new solution reminds one less of series production and instead gives off an authentic rustic feel.
"This creates the feel of a fully rustic quality of life in the Food Hall. And in many ways this reflects the continental European sales style for foodstuffs, which relies on natural presentation to highlight the freshness and quality of the food."Clive Jury explains that the striking visual alteration is down to the use of wood for rear walls and edges. "We have also proven that Wanzl is capable of developing and supplying extraordinary shelving solutions that bring a unique shopping experience to stores."
- A low-height stepped flower and plant presentation stand with natural wood planking on black steel frame and with galvanised flower pots
- A display for potted herbs that looks like an old wooden apple crate, with rustic font, on a black frame, all combining to create a 'garden shop' experience
- A baked goods presentation stand that reminds one of a boulangerie with the wooden-bottomed shelves, woven baskets and presentation of hand-made breads on grease-proof paper
The use of blackboards for displaying prices and for messages regarding the products also gives the impression that one is shopping at a market. The M&S Stratford store inside the Olympic Village is the first of 16 stores in Great Britain that have converted their Food Hall to the new concept.
Clive Jury: "The next 15 stores will borrow aspects from the new London store but also retain tried-and-tested elements. The advantages are clear to see: the customer experiences a new, natural shopping experience within a familiar environment."
Wanzl Shop Solutions