LatestJohn Lewis Food Hall Win Food & Supermarket Design of the Year
Retail Interiors Award 2008
Congratulations to our friends over at John Lewis for yet another award for the reformatting of Waitrose stores nationwide. When the John Lewis Partnership decided to open a new Food Hall concept in their flagship Oxford Street store, they asked ?What If! to help them develop an inspirational format, offering the very best of Waitrose's produce supported by John Lewis' expert customer care.
Working together with a team of functional experts from both John Lewis and Waitrose, the team immersed themselves in the world of food, from the grandeur of Harrods to the raw, honest simplicity of the farmer's market. Gaining insights from a wide range of customers, store partners and food experts, we developed and tested a series of propositions which would truly inspire the John Lewis customer.
Four concepts were presented to both John Lewis and Waitrose boards. The format selected celebrates the freshness and quality of seasonal produce in a stylish environment, showcasing inspirational ranges served by partners with expertise and passion for food.
The John Lewis Food Hall opened at Oxford Street, London in October 2007.
"?What If! were the obvious choice because they're such great collaborators. It's vital for me to work in partnership with creative agencies, and with ?What If! you are always deeply immersed in both the insights and ideas you generate together to delight your customer."
Diana Hunter, Head of Merchandising, Waitrose
More info about the award here
Earlier this year John Lewis Foodhall, were named finalists at the World Retail Awards 2008 for ' Most Innovative Format of the year'
The John Lewis Partnership owns two premium retail brands in the UK - the John Lewis department store business and the Waitrose supermarket chain. In late 2007, the two brands came together for the first time with the opening of the £64 million redevelopment of the flagship John Lewis store in Oxford Street, central London. The "John Lewis Foodhall from Waitrose" was created from 17,000 sq ft of space in the basement of the Oxford Street store and rather than reproduce the traditional Waitrose mix, the Partnership carried out extensive research among local consumers to be able to meet the needs of a city centre lifestyle. The food hall is therefore strong in delicatessen, bakery, fresh fruit and vegetables. Since opening, trading has been ahead of its targets. "The union of two great brands in a pleasurable shopping environment," summarised the judges.
More info here
News & Events - 2008
