Elena Korbainova

Overall view on the store's interior Within ideation phase three design-styles were selected for further consideration: functionalism, organic design and traditional style with a cultural specific. Once initial sketches and evaluation was done, the team decided to continue with a style to be described as an organic simplicity.

Five columns was the main issue of the shop’s layout. It was suggested to keep them with original appearance and make them a part of a customer’s journey (dispensers can hang on them). Speaking about organic style, people think about curvature shapes, flowing lines. One of the most famous examples of organic design – Alvar Aalto Vase – became our inspiration.Unique asymmetric design of the vase gives new emotions, while looking at it from different perspectives. Transparency gives perception of simplicity, purity and space. The team wanted to transfer all of these characteristic to our shop. The idea raised to put a waterfall in the center of the shop. It is one the most fascinating things in Nature. Then a waterfall and columns become a landscape of the shop. Here the story begins. Customers should feel themselves as walking in the forest. The idea is to let t them enjoy the process. Different areas and approaches to them allow buyers to choose their own root, their own experience.

Central Park zone (in the middle). A waterfall gives associations with liquids. Therefore, dispensers with oil and wine can be easily found in a central zone.

Café Zone With lovely bar decks near the window it is so nice to observe the street, drinking a smoothies. The screen with numbers above the main cashier shows the numbers of prepared online orders. So you can seat in a lounge zone but still monitor your order. The garden beds in the deck gives feeling of closeness to nature! Moreover, you can read books and advice' notes about gardening here and see by your own eyes how to do it right.

Spices zone Which spices to choose? The sunlight is falling down throw the windows and sun rays are passing through spices make their color so bright and deep. In addition, you can try (smell or taste) spices in a special trial sections (in the shape of logo).

Vegetables' zone Instead of regular labels we use pictures of vegetables and fruits on the blackboard. There, you find the information about the region, farm, and calories, added to pictures, also very useful.

Dry food zone with a touchscreen to make an on-line order. Customers can glance at new receipts written on the blackboard, or check new ideas and cooking hints in the feedback book. While their children can practice gardening lessens.