The new bio&bio store was opened on Zagreb’s Square of Eugen Kvaternik, inside Nama shopping mall, the first one in Zagreb after bio&bio’s rebranding and the largest one so far. The store’s location inside Nama shopping mall effected its design. We created an isolated “space inside the space”, emphasising its urban atmosphere, very present in the collective consciousness. The existing flooring has been left as it was, the ceiling installations remained visible and the entrance was highlighted with a wooden portal.
The rebranding of the bio&bio store was the product of a collaboration with our sister agencies, Brandoctor and Bruketa&Žinić OM. Our task was to develop a new concept for bio&bio’s sales spaces which would to tell the story of the bio&bio brand through the spaces themselves.
For the purposes of developing a successful concept, we conducted a detailed analysis of the organic food market. Our research focused most on bio&bio’s existing stores, where we observed the advantages and drawbacks of the sales spaces, which served as the basis for the new furniture design, spatial organization, and division of the stores into three key zones.
The first zone is a cosmetics area with products which are somewhat pricier, distinguishing it from the rest of the shelves in the sales space. This zone was accentuated with built-in shelf back-lighting and with the addition of a table where customers can test out products. The second zone, for fruits and vegetables, was given an outdoor market feel with a cement counter and the way the produce is displayed. The third zone builds on bio&bio’s signature is where the baked goods products made by bio&bio Zrno are found. A high table and chairs were added here so that customers can eat and drink what they purchase in the store. The concept follows the basic idea of having all of the facilities feel natural, with all the imperfections of natural materials and minimal finishing, in addition to the products being easily accessible, with the support of information counters.
