Cat­e­gory : Food & Gro­ceries Spe­cialty Store (<10,000 SFT) Project : FOOD­HALL @ Phoenix Mar­ketc­ity MERIT : Fu­ture Group

VM&RD - - VM-RD RETAIL DESIGN AWARDS 2014 -

The idea for Food­hall at Phoenix Mar­ketc­ity, Pune was to cre­ate an en­er­getic place, thriv­ing with the smells of bak­ing, cook­ing, cof­fee, tea, spices and fine foods. Given the in­fancy of the gourmet mar­ket, the chal­lenge for Fu­ture Group was to ed­u­cate the con­sumer at ev­ery step, help­ing them un­der­stand how gourmet and in­ter­na­tional foods can eas­ily be made a part of their life­style.

To­wards this, the com­mu­ni­ca­tion in the store runs deep – per­co­lat­ing to the lev­els of sight, touch, smell and taste. Trans­form­ing Food­hall into an in­ter­ac­tive space, the store houses ar­eas such as the demo sta­tions where chefs cut veg­eta­bles, chop meat, and grate co­conut for con­sumers. In the bak­ery and patis­serie sec­tion, they bake fresh breads, baguettes, etc. to suit the taste and pref­er­ence of ev­ery­one.

A de­fin­i­tive fea­ture of Food­hall is the gen­eral mer­chan­dis­ing sec­tion re­plete with a range of crock­ery and cook­ware that aptly com­ple­ments the end­less se­lec­tion of foods. Oc­cu­py­ing close to half of the space in the Pune store, the gen­eral mer­chan­dis­ing sec­tion is a first for a food store of this na­ture.

Graph­ics, prod­uct dis­plays, fix­tures, com­mu­ni­ca­tion and all other el­e­ments of the de­sign were tied to­gether in uni­son to cre­ate a sense of warmth and re­flect the love for food.

Ac­cord­ing to the com­pany, Food­hall has reg­is­tered a good up­take among the pro­gres­sive set of con­sumers in Pune. Events like wine-tast­ing and learn-to-cook with som­me­liers and ex­pert chefs have helped the store grow con­sis­tently over the months

HVAC Con­sul­tants

Apurva Con­sul­tancy

Stan­dard Fix­ture (Food)

Mar­mon In­dia Ltd

Loose Fix­tures

Pooja Decor

Façade Sig­nage

Prameer Signs

Ubiq­ui­tous

En­try Por­tal

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