A new supermarket market concept for Magnit in Moscow
Magnit is the number 1 retailer in Russia as measured by the number of stores & geographical
coverage, with 14,507 convenience stores, 467 supermarkets.
It is a convenience food store discount retailer, next to residential buildings and the main pedestrian traffic flows. The trading area of the facilities is 200-600 sq. m. Most of the assortment consists of food products of daily demand - fresh vegetables and fruits, bread, dairy and meat products, confectionery and other goods.
When the management team of Magnit appointed us for our design and branding services. We were asked to create a customer-focused in-store experience that involved creating the brand environment and communication suites for their store formats in central Moscow.
Magnit’s management wanted to exploit the demand for fresh produce and top-up shopping in Moscow’s busy convenience food sector.
We at CampbellRigg follow grocery retail innovations closely and always look for a new brand and interior design concepts. We often travel to Europe to benchmark the best in class retailers.
Following our briefing from Magnit’s management, we visited Madrid to review the city centre supermarkets of Mercadona and Carrefour convenience stores.
With the benchmarking phase in Madrid complete, we set about creating concept ideas that covered a spectrum of food retail design solutions, from the conservative to the progressive and innovative. During the project, we designed the brand environment, detailed the format planning of the prototype store, developed merchandising systems and refined the designs so that they could be implemented as part of the Magnit “brand toolkit” in the Moscow area.
Our work featured interior & exterior retail store design and branding, signage and point of sale communications material, lighting systems and merchandising systems solutions.
Our internal process of renewal, allows us to continually benchmark and write about the best in class branding and design in many market sectors across the globe.
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