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"'Fresh - the Good Food Market' has put many other Irish retailers on their toes, gaining interest from both consumers and the competition. The design of the concept is such that it can be easily and effectively rolled out in other locations." Adrian Lambe, Douglas Wallace ‘Fresh – the Good Food Market’ is located in the heart of Dublin’s Smithfield. The market, spanning 13,000 sq ft, is aimed at providing high quality delicatessen, fresh fruit and vegetables, organic food and premium products. The unique design recreates the food market feel by focusing on key elements such as store layout, lighting, food counters, internal graphics, customer flow, counter design, coffee dock and wine department. Tactile areas for products such as take-away coffee and wine have also been added and these are distinguished by using walnut timber and stone elements which encourage customer interaction within the space. Cash desks which scan customer purchases have been developed in order to make the process of checking out a simple task with designated areas to leave your basket and an easy scanning operation. Douglas Wallace has also created delicatessen units with specially designed cold and hot food counters as well as a smoothie bar. These counters are positioned in key areas to enhance the sense of browsing within the space. Elements such as a structural canopy have also been added over the deli units in order to give them strong architectural lines. The overall design of the food market, which has been developed by Simon Kelly, David Kelly and Noel Smith, was greatly influenced by its position in the heart of what was the original Smithfield market, an area that is still home to a vibrant fruit and vegetable market. It is located within a development containing retail, leisure and a large new residential/apartment complex. The young working population have specific needs and requirements dictated by lifestyle where free time is at a minimum. These people are quickly tiring of the convenience offers currently available. We were required to create a concept for a brand which would reflect not only the heritage of Smithfield, providing a market vibe, but also one which could appeal to this contemporary clientele. Visually the design team have used the heritage of Smithfield coupled with a contemporary atmosphere to prepare a unique environment. |
