Commercial Architecture August 2017 - 12
Grocerant is a term the industry is using
to describe the mash-up of grocery stores
and restaurants. An example is this Lowe's
Foods in Greenville, SC, designed by api(+).
Photo courtesy api(+)
more reasons to go to the grocery store with the added convenience
demographics and brand perception. Understanding this consumer
of a one-stop-shop. These additional services also give the grocers an
helps shape an ideal shopping experience," Longbrake said.
opportunity to sell higher markup goods and services. The in-store
dining and take-and-bake type meals are essential additions to large
LIGHTING AND EQUIPMENT
grocers who are catering to consumers who are busier than ever."
One of the factors influencing the creation of the shopping experi-
Youger related that the one big takeaway from a project that ca-
ence, aside from the physical layout, is lighting. The wide availabili-
tered to Hispanic shoppers was the idea of the whole family experi-
ty of LED lighting products has had a significant impact on the look
encing the store. "The families were making an afternoon of going
of modern supermarkets, not to mention the energy bottom line.
to the store with entertainment, dining, etc., creating multiple events
"Lighting in most traditional grocery stores has been the same
for the whole family to experience and enjoy. Ironically, this flies
for six decades because fluorescents were the most efficient way to
counter to the 'convenience' word that keeps getting mentioned. My
light the cavernous aisles and voluminous spaces common of gro-
thinking is that if you believe that online shopping will own more
cery stores of the past," api(+)'s Henken said.
of the center store-basic items-then what will you own? It had better be unique," he said.
COMMERCI A L A RCHI T EC T URE
variety and quality of lighting throughout the store. It creates broad,
"Unfortunately most grocery chains have stayed so focused on
efficient coverage while allowing pinpointed and other unique light-
the functional side of things-stack it high and let it fly-that they are
ing techniques to highlight architecture, merchandise, displays, tex-
not keeping an eye out on what will really change them, Youger
tures, and signage. LEDs greatly reduce energy consumption and
continued. "Store experience has been routinely defined as wider,
heat load throughout stores," he added.
cleaner aisles; better and easier parking; and quicker checkout. New
"Lighting is the highest order of magnitude for us, as it can affect
technologies in the next five years will radically reshape these expec-
the consumer experience directly in ways other efficiency elements
tations and experiences. Amazon Go-type checkouts will eliminate
cannot," English said. "In our opinion and experience, the best
a constant frustration point. Shopper experience will be described
lighting is always natural. We aggressively incorporate natural light-
by not only in-store but also out-of-store tactics."
ing into our projects whenever and however it makes sense to the
"It is critical for grocers to understand the consumer, both in
"The LED lighting revolution has allowed designers to expand
space, client, and budget. In addition, LED lighting has come a very