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Fry's Marketplace
The Kroger Co., one of the nation’s largest grocery retailers, approached Shook Kelley with the difficult challenge of developing a new prototype store that could beat the growing big box competitors who were infiltrating the market at an aggressive rate.
Given the Fry’s Foods division operating out of Phoenix, Arizona, Shook Kelley set out to create a concept and prototype decor package that would eventually become one of the most talked about brands in the grocery industry. This ground-breaking concept can be seen today under both the Fry’s Marketplace and Kroger Marketplace banners.
The new concept featured three key components—a series of lifestyle vignette solutions, a merchandise forward signage approach, and a neighborhood planning organization.
Each Neighborhood had its own distinct character.
The 98,000 square foot store was broken down into five neighborhoods based on purchasing mindsets—The Fresh Neighborhood, The Value Neighborhood, The Home Neighborhood, The Health Neighborhood and The Occasion Neighborhood.
Each Neighborhood had its own distinct character, its own color and material palette, its own signage and decor approach, and even its own background music. These design attributes were tailored to the specific customer purchasing mindset anticipated within each Neighborhood.
Given the Fry’s Foods division operating out of Phoenix, Arizona, Shook Kelley set out to create a concept and prototype decor package that would eventually become one of the most talked about brands in the grocery industry. This ground-breaking concept can be seen today under both the Fry’s Marketplace and Kroger Marketplace banners.
The new concept featured three key components—a series of lifestyle vignette solutions, a merchandise forward signage approach, and a neighborhood planning organization.
Each Neighborhood had its own distinct character.
The 98,000 square foot store was broken down into five neighborhoods based on purchasing mindsets—The Fresh Neighborhood, The Value Neighborhood, The Home Neighborhood, The Health Neighborhood and The Occasion Neighborhood.
Each Neighborhood had its own distinct character, its own color and material palette, its own signage and decor approach, and even its own background music. These design attributes were tailored to the specific customer purchasing mindset anticipated within each Neighborhood.