CDG making Shell softer

Conran Design Group is working on a new retail concept for Shell as part of the company’s drive to halt the loss of business to supermarket chain forecourts.

“We want to take some of the hard edges from our design. We have tended to be functional but now want to soften our image, to give it more warmth,” says a Shell spokeswoman.

The new store format, still at an early stage, will contain several new components Рa caf̩ concept is on trial at a Bayswater branch.

CDG has just repackaged a range of sandwiches and microwave foods for Shell as part of the new drive. These are being rolled out across its stores.