Campbell Rigg has created new interiors concepts for Safeway, piloted at the retailer’s largest UK store in Woking, which opens this week.
If successful, the in-store concepts will form a blueprint for a roll-out of the new look.
The consultancy, which was appointed 12 months ago after an unpaid four-way pitch, is introducing new elements to the store, including a pick-and-mix florist, a juice bar, a photo-processing counter and extended fresh meat and fish counters.
The fish counter features a marine mosaic on the back wall, commissioned specifically from Italy for the store.
Campbell Rigg managing director Campbell Rigg says the new store functions as a “weekly destination shop”, compared with Safeway’s St Katherines Dock store, which he says serves primarily as “an office destination”.
The Woking store features an extended CafÃ© Fresco, the supermarket’s in-store restaurant concept also created by Campbell Rigg (DW 10 May), with a “more full-on restaurant menu,” says Rigg.
The Woking store will also incorporate a petrol station, run in partnership with BP, following successful trials at three smaller Safeway stores in the South East this year.