New look for Safeway interiors

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 Café 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.