Photos courtesy of Michael Hale's flickr collection
Location: 1800 Rockville Pike, Rockville, MD
While I was setting up the photo credits for the Norristown post, I discovered that I wasn't following Michael on flickr. Fixed the situation right away and began looking through his photos to see what goodies I could find. Just a few clicks later I hit the jackpot... the Safeway in Rockville! A brand-new store with a never-seen-before décor package. But as I kept looking through the pictures, I began to realize I HAD seen it before. The Rockville Safeway has scaled down version of the stunningly beautiful décor package seen in the Chestnut Hill Star Market which opened about 5 years ago. We'll have a look at the pictures below but before proceeding with this post, I recommend jumping over to the Retail Design Blog for a look at the deluxe version of this décor package by clicking here.
Pretty great, right? I included a link to those pictures in a Bonus Store post back in 2011 while covering an abandoned Star Market. You can visit that post by cliking here. I've been a little obsessed with those photos since the day I first discovered them. Has to be among the most beautifully designed interiors I've seen in a supermarket. (The photos are a little jazzed up in Photoshop which makes the store appear even cooler.) Back then, I wondered if a simplified version could possibly make its way to Acme someday. That didn't happen but it looks like it's happening to Safeway! Not entirely sure why as the design is from SuperValu and is several years old now. In fact, according to the Retail Design Blog it was designed BY SuperValu. I've had trouble confirming that fact as most supermarket companies hire outside design firm to create their interiors. Regardless, it seems strange that a new Safeway would wind up with an old SuperValu décor package. Let's have a look at the pictures...
Quick look at the entrance. Like the Chestnut Hill Star Market, this store is located on the second floor.
Same font for the department signage, now in white! A font that I personally love. Acme is using a similar font on some store signage and in their circulars.
Fresh Deli doesn't have any descriptive words mounted to the light boxes like the other departments. These light boxes are designed similarly to the ones at the Star Market but are limited to being just under the department sign.
Love the colors being used in this store!
We'll have to keep our eyes pealed to see if this package starts popping up anywhere else. I can't imagine we'll be seeing it in other Safeway stores anytime soon since they're all sporting relatively new remodels.
Thanks to Michael for sharing these photos!
The three Albertsons stores in Florida are being remodeled to Safeway stores. Maybe we'll see it there.
ReplyDeleteAnother possibility is the stores in the western US, since there are a few places where they are buying back stores that Haggen took over and I think at least a couple cases reopening them under a different brand (ie what was Albertsons will reopen as Safeway).
ReplyDeleteThere's a VONS turned Haggen turning back to VONS near me. I will try to snap some pics when they open.
DeleteAccording to a poster om Retail Watchers, the Albertsons in Ladera Ranch (South Orange County), CA was recently remodeled to this package. Here's a link to the post:
Deletehttp://www.retailwatchers.com/viewtopic.php?f=12&t=1089
Regarding the VONS->Haggen->VONS near me, the store re-opened with the Lifestyle 2.0 package. There are two Albertsons->Haggen->Alberstons stores somewhat closeby that have apparently re-opened with the LLC package, which is very similar to "Quality Built."
Most of the more recent Shaw's to Star Market conversions have gotten this decor package so this might be rolled out to other locations in due time. I wonder if this Safeway carried over the "each aisle also has a local street name" style Star Market has started to use (and took from the local Roche Bros. chain).
ReplyDeleteI think that if this decor package is tested out by Acme, New Canaan and Philly-5th St would be the guinea pigs.
Thanks for the tip! Found a picture of a Seafood dept in one of their stores...
Deletehttp://www.starmarket.com/sustainable-3seafood-3/
Can't imagine this coming to Acme now. They've currently got two remodel packages rolling out to stores, and that's on top of about 10 existing decor packages that can be found throughout the chain.
The decor here is amazing! It reminds me of a mix of the Albertson's Marketplace with PF&H version 2 and 3. The light boxes are like the maretplace and the way the letters are placed, along with the pictures, are like PF&H.
ReplyDeleteThis reminds me a lot of the current decor for Ahold.
ReplyDeleteIt looks absolutely innocuous. Where's the "ribbon S?" Yes, the colors look nice but this isn't a Safeway. I live near a Safeway, and it's getting blander by the day. But Safeway doesn't seem to exist anymore, or Acme for that matter. It's all one big real estate equity firm playing grocery store, for now.
ReplyDeleteThe new Acmes around me are proving to be light years better than A&P and Pathmark so they do seem to know what they're doing.
DeleteI agree. It would be almost impossible to not improve on A&P, and especially Pathmark during their final years but this store has not sense of identity. It could be anywhere. I'd call this store "Supermarket." It needs no further name. It would make for a nice movie set.
DeleteCan look at my blog to see nutritional facts of food at Safeway, and other grocery stores.
ReplyDelete