Sainsbury’s extends Bluebird-style format to Pimlico

Sainsbury’s is extending the ‘farmers’ market’ offering it launched at the Bluebird Gastrodome, to a 2787m2 purpose-built store in Pimlico, opening this week.

Sainsbury’s hopes to appeal to ‘foodie Londoners’ with a format that includes specialist counters and a range of seasonal produce.

Woodward & Co has again worked on in-store communications and architect CHQ is responsible for the building design.

While Conran & Partners has not been actively involved, the retailer’s in-house team has implemented the identity and interiors styling devised by the group for Sainsbury’s Market at Bluebird.

Woodward & Co’s graphics form a ‘general envelope’ for the building, says creative director Lucy Woodward. Hand-painted text and digital print are applied to a variety of materials. The ‘wraps and papers’ of the packaging are also intended to have a ‘personal feel’, with Sainsbury’s branding kept to a minimum.

‘[Since] the general environment is less architecturally interesting, the signage needs to work much harder,’ adds Woodward.

Sainsbury’s, which recently slipped to third in the sector behind Tesco and Asda, is trialling new concepts and offers as it attempts to claw back share.