A good concept reinforces the strategy and positioning of the brand. It helps you communicate with your audience and stand out from the competition. But it also offers functional design solutions because it will be replicated in multiple spaces and it is not always easy to adapt a design to all premises.
The main objective of our proposal was the creation of the FOODIES’ UNIVERSE through simple and modular elements. The creation of a concept that could be replicated in other environments and be adaptable to various dimensions, always preserving those spectacular elements that make it characteristic and unique.
This concept of gastronomic space aspired to be a welcoming environment, honest but impressive. Passing passengers could recognize it from afar, due to its clean and minimalist design, its colors and its spectacular contrasting intervention on the roof.
A simple, economical, but impressive intervention.
We wanted to project a space where we could learn about our gastronomic culture through the clear and suggestive display of the products for sale. We were looking for the Spanish brand to be transmitted through design without going into clichés, highlighting the selection of quality products on display.
But we also wanted a space for enjoyment (something so much ours), where we could consume the products that are sold on the premises or participate in small events, pairings and tastings, to create an almost social relationship between the store and the customer.
In short, we designed a concept for FOODIES ́ people who would like to hear the stories of the products and taste them on the spot. A social club, a point where we can take the best of the gastronomy of the place to be able to export it and share it.
We designed modular corporate furniture. They are not mobile modules, but versatile pieces that create identity and make it possible for the concept to be replicated to the maximum.
Our proposal was articulated through the functionality of these modules:
We find modules with exposure on two sides (double), on one side (simple) and a table module that fits between two simple modules.
With this commitment we managed to standardize the construction of furniture that will configure future stores.
In each of the modules we found explanatory displays with information on the products and prices. In this way we avoided having an infinity of little signs with prices.
In the upper part we designed some modules that hung from the ceiling that reinforced the communication and didactics of the FOODIES’ project through hanging posters, with information and images.
The distribution plan that we proposed presented a wide, symmetrical distribution, easy to understand and easy to circulate.
Diaphanous, with wide steps in which to stand and entertain without creating plugs or funnels. We were very aware that most of the clients would carry suitcases, so the steps are generous so that the circulation of the clients flows gently.
We also wanted to show that the designed modular elements could be placed in another position and create other configurations without losing the symmetry, the amplitude of steps and the desired flow, offering a good solution when the concept was replicated in another space.
Description of the intervention.
The proposal was based on the desire to give the product the prominence it deserved, as it was part of an exquisite selection. For this reason, we chose the two most striking, contrasting colors of the brand that combined best with gastronomic products: yellow and, in contrast, black.
To achieve this prominence, the designed space is very minimalist, without ornamentation or complex shapes. The intervention is carried out through the corporate color and materials, which refer to our Mediterranean origins.
We proposed a solid block at the back of the premises, in which we placed the internal and operational areas and placed a large counter in the center that marks the central axis of the premises, thus creating a symmetrical, orderly and diaphanous floor plan, which allows us to organize the space exhibition with great flexibility thanks to the designed modules.
Through personalized treatment.
In FOODIES’ the staff is prepared to dedicate time to the customer and accompany him in his purchase through an in-depth explanation of the selected products. But not all customers want a deal staff.
We think that in order to maintain a social link and get super-personalized attention, it was better for the client to indicate whether he wanted to be advised or not. For this reason we designed a collection point for shopping baskets where the customer indicated if he wanted to be advised by the color of the basket he chose. A subtle way to let the client decide and not feel invaded.
In order for the expression of the Foodies’ brand to adapt to the various selected products, we designed some free-standing windows, which allowed us to move to different places and formats. We created the concept of “food library”, a fresh and abundant space in which tasting, take-out and dining spaces flow harmoniously.
With the aim of clarifying the customer experience, visual merchandising and communication in the store, each module contained an explanatory display, with information about the product or the producer. At the top, some more graphic and attractive posters were hung, with images and headlines to suggest and get the customer to come closer to find out more.