SuperValu, Blackrock

After years of price war driven neglect of the shopping experience, the Push for Posh is finally coming back to supermarket shopping.

And like the fast fashion sector, innovation is being driven by value brands.

This has to be one of the most profound trends in retail; transforming old notions of value and quality and bringing democratic luxury to the mass market.

Irish supermarket SuperValu’s new Blackrock flagship store is a perfect example and a radical departure for the brand.

With its handcrafted, artisanal design notes, the new-concept store has a new identity that emphasises richness, quality and freshness, with storytelling and expertise at its heart.

Customer experience design and brand strategy studio Household has partnered with SuperValu for a fresh take on the supermarket experience.

Trendy finishes such as distressed wood, raw steel, ceramic flooring and bold contemporary light fixtures meld the modern and the traditional as a stylish backdrop for some beautifully accomplished, artistic and abundant product merchandising.

Signage with hand-chalked specials and call-outs highlighting in-store expertise and foodie-themed quotes add a note of the personal and aspirational – and a touch of humour.

Hero shots of staff members are pinned above each key section for a local, personal feel, and to show a renewed focus on expert service.

Specialty food stations such as a while-you-wait juice bar, open-plan butcher’s block and a bakery area, all of which feature low counters and signage, are designed to encourage customers to ask questions and seek advice – and customers can watch staff plying their trade up close.

As the saying goes, price is what you pay, and value’s what you get – and SuperValu’s rebrand successfully takes its emphasis from the former to the latter.