Amalgam interiors in store for Sainsbury’s

Sainsbury’s has appointed London design collective Amalgam to develop new interiors for six pilot stores. The move follows the development of the retailer’s new identity – and a store format – by 20/20 Design and Strategy.

The interiors will be built around the 20/20 identity, but it is unclear which interior elements of the 20/20 format will be used.

“The interiors commission will develop alongside the new corporate identity currently on show in the company’s TV advertising and in-store promotions, and bring a dramatic new approach,” says Glyn Hawkins of Amalgam. He says the format will develop independently to the full-size mock-up store which 20/20 developed in a Sainsbury’s warehouse, as part of the identity project.

Six stores will be refurbished to Amalgam’s designs, including sites in London’s Camden, Brighton, Eastbourne, Pinner and Banbury. The consultancy has previously developed interiors for Savacentre and Central format Sainsbury’s stores.

20/20 business development director Yaron Meshoulam says a number of consultancies are working on implementing the framework developed by 20/20.

A Sainsbury’s spokesman confirms Amalgam is working on “a number of projects” for the retailer, but declines to make any further comment.