The Stores of the Future are new-format supermarkets where shelves with rows of goods are combined with modern warehouses, an order pickup area and a cozy café. Shopping in such a store is convenient and fast.
Designers and architects from the studio, together with Pyaterochka specialists, came up with ways to draw customers’ attention to the main advantages of the new format.
The symbol of the Stores of the Future is a light blue lightning bolt, hinting at the stores’ benefits, the main one being the speed of shopping. The mark expands the brand’s color palette while fitting seamlessly into the existing identity elements.
Façade
The shape of the lightning bolt is reflected in elements of the space design. For example, linear lighting on the façade acts as “sparks” indicating the entrance doors.
Five-step zoning
Shopping in the Stores of the Future takes just five steps, each corresponding to its own zone in the interior:
1. scanning the card and proceeding to order
2. quick selection of items on the screen with no queues
3. comfortable waiting for order assembly in a cozy café
4. receiving purchases in a bright pickup area
5. payment without unnecessary steps
Scenarios
The layout of the space follows user scenarios. During the day, people enter the Stores of the Future and shop in the usual way, browsing the shelves. In the evening, on their way home from work, they stop by the dark store to pick up an online order or place one via a terminal and sit in the café. In addition, visitors always have the option to choose something interesting from the promotional shelves in the hall.
Staff area
The backstage of the sales area is done in neutral colors. The break room and kitchen for employees are painted in calm beige tones: it feels cozier that way. There’s a place to catch your breath amid the everyday work hustle.
Uplifting phrases are displayed on the walls.
