The purpose of the design concept developed for the brand was to create a seamless customer experience between the digital and physical stores. The planning and design are made according to the customers’ wants and needs and is carefully curated to bring an enjoyable shopping experience.
The received brief talked about planning a branch in a central location in Tel Aviv that would represent the brand's values, stand out and be experiential to customers, convey the values of innovation and high aesthetics, the uncompromising attention to detail that the company advocates and convey the passion and connection to the worlds of Israeli agriculture.
The design concept moves between two poles. The first - draws its inspiration from the digital world and is expressed in the use of lightboxes with colorful elements that attract the eye, in clean and bright color surfaces, and in a bright and fresh look.
The second expresses the agricultural land - and is reflected in the use of the reusable boxes used to collect and assemble the goods and gray plaster and the use of natural materials.
The customer experience is also reflected store front, using hot pink as the main color, standing out in the street, with a Large signage that is very hard to miss, on all sides of the street. In the center of the store above the merchandise, we added lemon-shaped lamps as a memorable and interesting design element. Aside from their look they also light the store in a colorful way and adding a different vibe to the atmosphere. The lightboxes are used as a colorful and useful strip that supports the wall of the refrigerators and highlights the goods that are inside, intriguing and attracting the eye.
The design concept seeks to bring an experience of abundance, of colors, of pan. Material and colorful wealth. The palette of colors and materials that was adjusted includes the use of materials such as natural looking plaster, concrete flooring tiles, oak wood with grooved surfaces, wall tiles in a deep pink shade, wall colors of green and pink, iron in a light gray shade, light marble.
Such a prime location, a short distance from Dizengoff Center, of course calls for a striking design with a memorable and meaningful customer experience.
