Issue link: http://magazine.progressivegrocer.com/i/689994
19 SOLUTIONS JUNE 2016 shades that you can put on it," Lehman says. Another option for grocerants is curved rail lighting, commonly used for residential lighting, which ofers a sof look with a variety of fnishes. To help determine what kind of lighting would work to best defne their space, grocerants can turn to their lighting sup- pliers or look for designers or consultants specializing in the retail industry. Schenectady, N.Y.-based Price Chopper, for example, enlisted the help of Rensselaer Poly- technic Institute's Lighting Re- search Center when the chain opened a new store in Latham, N.Y., that includes a grocerant area called Market Bistro. Based on the center's input and assistance, the new Price Chopper store installed a variety of theatrical lighting to highlight the role of each particular section. Meanwhile, there's something to be said for the ambience that can be provided by natural light, says Mehmert. "An- other thing we're working hard at is getting seating areas around the perimeter of store in natural light. It's nice to look out during the day to see sunshine or, at night, to see street lights," Mehmert says. Dining decor In the "traditional" part of a supermarket, shoppers are used to certain aesthetics such as bright lights, merchandis- ing materials like clings, rail strips and other signage pieces. Music played on the store's sound system sets a certain tone. Grocerant areas, however, ofer a broad and diferent set of décor possibilities. Here, mood is everything. Traditional interior design elements like furnishings, fooring, color and decorative accents can provide both style and sub- stance to a space where customers can sit down and have a cup of cofee, share a meal with friends or read a book while they eat a prepared salad. Like lighting, color and furnishings give personality to a retail space, along with a brand identity. Colors in grocer- ants generally need to emphasize the area's role as a place to eat, enjoy and connect, says Mehmert. "If we're looking at accomplishing a tranquil and peaceful place for people to eat, we let the colors, materials and fabrics lend themselves to a dining experience," he says. Accessories also provide a personal touch that can high- light the store's role in the community. "We really want to embrace local themes and do so right in the store," says Mehmert. In one local store in the Milwaukee area, Meh- mert worked with the retailer to include photos of historical signifcance; for another store in Jackson Hole, Wyo., the team suggested accessories that evoke themes of moun- tains, wildlife, skiing and other local pastimes and pursuits. Visual interest can be created or enhanced in other ways, according to Johnson, who cites some examples of stores with an outside-the-box approach to grocerant design and layout. "I like Winn-Dixie's new concept store in Jack- sonville [Fla.], Green Zebra Grocery [in Portland, Ore.], Metropolitan Market [in the Seattle area], Whole Foods, Wegmans, Ikea and Central Market [in Texas], to name a few. Tey each ofer a variety of tables, chairs and eleva- tions, and encourage visceral meal preparation, relaxing [in an ongoing, interactive way]." G Grocerant areas ofer a broad and diferent set of decor possibilities where mood is everything.