Since August 2016, a lot of work has been undertaken in the new flagship store of Dunnes Stores, located in the Cornelscourt Shopping Centre, in South Dublin.
The extensive renovation of the 4,000-square-metre food market will be completed in 2017, but the fresh departments, which are the highlight of the new 'food journey', are already shining in new splendour, and give a hint of what we can expect once the market is fully refurbished.
Diverse new food brands like the Alternative Bread Company, Sheridans Cheesemongers, Baxter & Greene, and a James Whelan butchery were included in the main food range of Dunnes Stores' own brands. During the whole and still-ongoing reconstruction phase, the market is open to the public.
A Shop-In-A-Shop Concept With A Common Theme
Similar to the fashion departments in Stephen’s Green, which opened one year ago, each food brand received its own area and design. The 'food journey' consists of single shops with own-brand identities and different looks, created through materials and graphics.
For example, the produce department has furniture in black metal, the cheesemonger's department is made of white wood, and for the butcher, marble tiles were used on floors and counters. Every shop has its own brand atmosphere, but what they still all have in common is the basic brand identity and storytelling of Dunnes Stores.
Communication Concept And Graphics
The in-store communication is purposefully kept restrained, with a clear and simple look. It was especially important to stick to the corporate identity and design of each brand while creating a consistent, overall look.
The fish and produce departments, as well as the second part of the bakery, are operated by Dunnes Stores and, unlike its Simply Better private label, are not communicated as an independent brand, so the signage and pricing for these departments have the typical Dunnes Stores look.
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