VMSD - April 2017 - 56

Checking Out
Interview by Eric Feigenbaum

Along with her love of art and design, Interior Designer Amanda Sarver, of
Cincinnati-based The Kroger Co., creates memorable shopping experiences
for everyday America.
What sparked your interest in interior
design?

cially love to draw and sketch landscapes,
cityscapes, buildings and nature.

At a young age, I enjoyed creativity; art was an outlet. I went on to study interior architecture while
minoring in art. As an interior designer, I can see
my ideas come to life.

How do your store designs project
the brand's image?

How did your career move toward the
grocery sector?

I was always interested in retail interior design for
places that people have to go to. Grocery shopping
is a chore, so I wanted to create experiences that
would change something from a chore into something enjoyable. Historically, The Kroger Co. is a conservative company, [but] within the past 10 years,
we've become more innovative - not your grandmother's supermarket, but something exciting.
What inspires you most about your job?
Seeing ideas and concepts implemented and
brought to life; watching something that's new for
Kroger put into place, something that's not the
norm. Breaking out of the old big-box format.
If not interior design, what else would you
be doing?

Without question, I would be an artist. I love to
draw, that is my stress reliever, my Zen. I espe-

One thing near and dear to our company is
being part of the community. We look for finishes and surface treatments that are warm
and comforting, but also affordable. The margins
in the grocery business are slim, therefore we're
conscious of interior materials. We're not a boutique
retailer; we're bread, milk and eggs. With that said,
we're warm and inviting without blowing the budget.
Are there other ways to facilitate a community connection?

For all our new stores the past two years, we've
worked with art organizations in those communities
to commission a local artist to create a mural and/or
work of art depicting that community. We want the
customer to say, "That's my Kroger."

From a
Chore to an
Experience
How has grocery store
design evolved over
the past 10 years?
It's changed exponentially. We've
moved away from the corporate
mass rollouts and are taking a
closer look at catering and con-

What differentiates these experiences
from other grocery stores?

We cater to all customers by providing a space for
the general population, from foodies to those struggling to make ends meet. We design for everyday
America, from the value shoppers to the upscale. 

necting with the community. We're
more aware of the customer's
wants and needs. Every store has
become more individual; they're
now more of an experience.
There are two different types of
shoppers: one who wants an experience, and one who wants to get
in and out. We've worked to marry
the two, to provide an experience
but to also make shopping quick
and easy.

april 2017

vmsd.com

R e b e c ca Wint e R s P hotog R aPhy, Dayton, ohio

Amanda Sarver

http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - April 2017