Indeed, this link with our wholesome past is carried through to a somewhat twee, but nonetheless inviting, fish, butchery and deli, with gold signage, blackboards and rustic baskets. I felt as though I were on a film set rather than in my local supermarket, an impression reinforced by the youthful, East End fishmonger doling out Jamie Oliver-esque advice on what to 'whack into my bream' before I 'lob it on the barbecue ... luuvvly'.
Notable throughout the store was the lack of point-of-sale promotional material. Directional signage works well on racking arms just above eye-level giving a really clean, open feel. The low-level shelving works well with the building's similarly low ceilings.
But where are the deals, the offers and bonus Nectar points that have supported Sainsbury's 'For less' strategy of the past few years? All neatly contained on aisle end, making life easier for discount junkies and allowing one to enjoy the choice, rather than the deal on-shelf. It reminded me of my favourite Waitrose store - but is this where Sainsbury's should be heading?
- Design: In-house.
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