Architectonics Gives Biggest C-Town a New Look
Architectonics Gives Biggest C-Town a New Look
As owner of a C-Town supermarket, Joe Friedman knows how to keep customers satisfied, but Mr. Friedman is a satisfied customer himself after having his 32,000 square foot store remodeled by Architectonics International, Inc.
"I am very satisfied. I think he did an excellent job." Said Mr. Friedman, commending Architectonics President Dinesh Doshi for his designs at the store.
"It's a beautiful store, an open store and a comfortable store to shop in." said Mr. Friedman. The store, Located in Yorktown Heights, New York, the largest-Town store, opened in October, 1992 after 10 weeks period of renovations. The site was an A&P for 20 years and was closed for a year prior to its rebirth as a C-Town store
Wanting to let customers know that it was a completely new store with a new owner, Mr Friedman said he wanted to have the store's interior make a "statement." Mr. Friedman had made Mr. Doshi's acquaintance two years ago. "We talked about it on a generalized basis. I felt conceptually he seemed to be able to give you more than the same fare that you see in other supermarkets, said Mr. Friedman. "He listened, and he was knowledgeable. He seemed to be able to transfer a philosophy of doing business into an actual store design"
With A 60,000 square foot A&P super center just up the street, Mr. Friedman said he feels the distinctive look that Architectonics International has brought to his store will go a long way toward competitively attracting customers. "I think any time you provide people with something convenient, innovative and comfortable, you are going to enhance your opportunity to do business." He said.
The starting point to renovating the store was the entrance. Rather than having customers walk in right behind the checkout counters, the new design guides entering shoppers past a customer service area into an area with an attractive lighted fountain. "This gives a town park feeling in keeping with the town and country theme of the store," said Mr. Doshi. The supermarket matches any money that is thrown into the fountain, and the sum is donated to a local charity.
Mr. Doshi pointed out the yellow and white striped canvas gables over the fountain. " I took the triangle theme from the front of the building, and used it inside." He said. In addition to over the fountain, the triangle is used in many other places ---- for plant holders, aisle signs and in numerous repeated canvas gables in other departments.
After passing the fountain area customers find themselves in a floral area with potted plants and a cheese display next to a deli and salad bar area. The smell of fresh baked breads wafts into the aisle from the deli.
All along the floor throughout the store, Architectonics International has integrated another common theme. A teal-colored region with a black and white checkerboard border sets off different departments while pulling the store's floor look together. In front of the create display cases, the teal tiles spill out of the checkerboard border and form into concentric arrow-like shapes which resemble painted traffic symbols one finds on the street. "This gives the feeling that something is going on here." said Mr. Doshi. "Its almost a subconscious thing, but it adds a sense of curiosity to the area for shopper."
In addition to the colored tile work, Architectonics International also had display cases and freezers repainted with electrostatic paint throughout the store. The checkout lanes also received new paint the same teal that runs throughout the store.
Above the chilled foods display cases which run all the way around three sides of the store "slot wall" has been placed within shoppers' reach, as an added retail selling surface. Kitchen utensils and other miscellaneous items hanging from the slot wall surface add to shopping excitement and impulse buying.
One of the most impressive designs is in the fresh produce area. The yellow canvas are used again, mounted on aluminum frames with small spotlights which bring out the color in the fruits.
As customers come to the checkout area, they are greeted by a lowered section with lighting located over the checkout lanes and plants cascading down from above. "This is the area where the customer will interact with the store's employees," explained Mr. Doshi. "So we wanted to give it an intimate feeling so their conversations wouldn't get lost way up there on the ceiling."
Architectonics International which was founded in 1980, specializes in designing supermarkets. They have done work in 23 states, Canada, Mexico and Saudi Arabia.
"No two designs are the same." said Mr. Doshi. "Every store is different and every owner is different. We talk with the owner to see what the needs are of the store and the community, then we go to our design team with design concepts and a budget.
"The first step is to define the problem so that solutions can be worked out. We do a lot of listening at the beginning." explained Mr. Doshi. "When we bring the customer a rendering of what the store will look like, by and large they will say, "yes, I will be very happy and comfortable with that." If not, then we haven't been listening properly to their needs."
"When we have the ideas, we use dcor, flooring, lighting all of our resources, to create a design that makes sense for each individual store." He said. "There is no right or wrong way of doing things. Every store requires its own unique solutions."[]
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