Main & Vine

New Grocery Prototype
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Feeding The Human Spirit


THE CHALLENGE:

FRCH was tasked with helping The Kroger Company create a community-based grocery store prototype vastly different than anything to which the grocer was accustomed. The goal was to design a concept that made eating healthy simple, affordable and fun. With the location already pre-selected, the challenge was to work within the current architecture to celebrate the local community while keeping the environment as authentic as possible.

THE RESOLUTION:

The result was Main & Vine, a brand new 27,000 SF, fresh-format grocery prototype in Gig Harbor, Washington. Blurred departmental lines, streamlined fixtures and intuitive wayfinding invite a sense of culinary wanderlust, while interactive touchpoints put local first and fresh food at the center. Original building features like 100-year-old wood ceiling beams were kept in order to enhance the feeling of authenticity by paying homage to the initial structure. Adding to the sense of authenticity, Main & Vine carries many locally sourced products, which are displayed alongside national brands, putting fresh food at the center of an immersive experience with the ultimate brand purpose - to feed the human spirit.


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