design:retail - August 2017 - 46
046
Mexican food retailer Soriana
amps up the shopping experience
with a hypermarket prototype that
transforms and elevates the brand
↑ [Top] Dropped
ceiling details
and simple soffit
lines intuitively
move the shopper
through the store.
↑ Mexican-inspired
latticework
separates
departments.
AUGUST 2017
DESIGNRETAILONLINE.COM
s it a supermarket? No. Is it a grocery
store? No. It is a hypermarket. Bienvenido a Soriana Miyana Polanco,
a 79,000-sq.-ft. premium hypermarket concept in Mexico City. This
new hybrid marketplace features a
vast selection of product categories,
including high-end specialty foods,
conventional groceries, and general
merchandise from electronics and
apparel to cosmetics and ATVs.
While The Soriana Organization (with three
brands and 1,500 stores, 650 of which are under the
Soriana banner) is the largest Mexican-owned food
retailer, the company was being surpassed by its
competition, both in product offering and experience. With more than 70 years serving consumers,
the leadership knew it was time to refresh its brand,
enhance its product offering and reinvigorate the
retail environment.
The retailer partnered with Pasadena, Calif.based D L English Design, a multidisciplinary
design firm that focuses on innovative, consumerdriven experiential spaces.
The first hypermarket was the 79,000-sq.-ft. store
that opened in the upscale Polanco neighborhood
GLOBALSHOP.ORG
in June 2016; followed by a 110,000-sq.-ft. store in the
San Pedro district of Monterrey in December 2016.
"We sought to elevate our brand and bring a fresh,
distinctive approach to Mexican food retail: one
that successfully blends general merchandise, grocery shopping and casual dining," says Humberto
Fayad, general director for Soriana Supermarket
and Hypermarket Segments. "We engaged D L
English Design to use their experiential design
expertise in food spaces as a vehicle to help push
Soriana to become the best-in-class in the communities that we serve."
Inspired by the company's refreshed image (including a new logo designed by Interbrand that
uses the red, green and white of the Mexican flag),
the design team began to look deep into the essence
of the country's cultural experiences. The team
spent a significant amount of time touring Mexico
with the client, uncovering the food culture of the
area by visiting cafés, food halls, food retail spaces
and markets. The design firm wanted to uncover
ways to elevate the brand to the top of the markets they serve, and to catapult the brand beyond
its competition.
"It was essential to create a distinct prototype
and premium-level shopping experience for a
http://www.DESIGNRETAILONLINE.COM
http://www.GLOBALSHOP.ORG
Table of Contents for the Digital Edition of design:retail - August 2017
design:retail - August 2017
Contents
Editor’s Note
On Trend
We Love This!
Designer Picks
Before & After
Have You Heard?
Perspectives
The Visual Eye
Style Made Simple
Eataly
The Kitchens
Soriana
Products
Backstory
design:retail - August 2017 - Intro
design:retail - August 2017 - CT1
design:retail - August 2017 - CT2
design:retail - August 2017 - design:retail - August 2017
design:retail - August 2017 - Cover2
design:retail - August 2017 - 1
design:retail - August 2017 - Contents
design:retail - August 2017 - 3
design:retail - August 2017 - 4
design:retail - August 2017 - 5
design:retail - August 2017 - Editor’s Note
design:retail - August 2017 - 7
design:retail - August 2017 - On Trend
design:retail - August 2017 - 9
design:retail - August 2017 - We Love This!
design:retail - August 2017 - 11
design:retail - August 2017 - 12
design:retail - August 2017 - 13
design:retail - August 2017 - 14
design:retail - August 2017 - 15
design:retail - August 2017 - 16
design:retail - August 2017 - 17
design:retail - August 2017 - Designer Picks
design:retail - August 2017 - 19
design:retail - August 2017 - Before & After
design:retail - August 2017 - 21
design:retail - August 2017 - Have You Heard?
design:retail - August 2017 - 23
design:retail - August 2017 - Perspectives
design:retail - August 2017 - 25
design:retail - August 2017 - The Visual Eye
design:retail - August 2017 - 27
design:retail - August 2017 - Style Made Simple
design:retail - August 2017 - 29
design:retail - August 2017 - Eataly
design:retail - August 2017 - 31
design:retail - August 2017 - 32
design:retail - August 2017 - 33
design:retail - August 2017 - 34
design:retail - August 2017 - 35
design:retail - August 2017 - 36
design:retail - August 2017 - 37
design:retail - August 2017 - The Kitchens
design:retail - August 2017 - 39
design:retail - August 2017 - 40
design:retail - August 2017 - 41
design:retail - August 2017 - 42
design:retail - August 2017 - 43
design:retail - August 2017 - Soriana
design:retail - August 2017 - 45
design:retail - August 2017 - 46
design:retail - August 2017 - 47
design:retail - August 2017 - 48
design:retail - August 2017 - 49
design:retail - August 2017 - 50
design:retail - August 2017 - 51
design:retail - August 2017 - Products
design:retail - August 2017 - 53
design:retail - August 2017 - 54
design:retail - August 2017 - 55
design:retail - August 2017 - Backstory
design:retail - August 2017 - Cover3
design:retail - August 2017 - Cover4
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