With a fashion-forward concept that maintains discount store efficiencies, this new generation store connects with its busy core customers—women driven by value, convenience, and family. Involving everything from the brand identity and exterior architecture to the interior design, floor plan, fixtures, adjacencies, and graphic communications, the project strikes a balance between practical components and aspirational elements.

Because outfitting her family is important to the Shopko customer, the fashion aspect is visible immediately inside the door. Featuring the new logo within the flooring, the central entryway layout creates a specialty-store ambiance. Fashion products are within the customer’s sightline and accessible in the center of the store at lower levels.

The environment promotes a relaxed, but stylish experience. A "landscaped” approach optimizes storytelling opportunities. High gondolas housing stackable hard goods around the perimeter of the store create a layered visual appeal while ensuring merchandising density. Rounded visual cues are integrated with the high service touch points and wayfinding strategy.

Guiding the customer through the store are dramatic boutique focal points, styled in the Midwest sensibility, at the entry of each major department. They break up the big box feel and encourage her to shop multiple departments by showcasing the merchandise. Color also plays a crucial role in segmenting the departments.

“Residential design cues, stylized and adjusted for scale, were key in establishing an aspirational but familiar tone in the space,” says Brian Shafley, Chute Gerdeman president and creative director.

Residential architecture and furnishing cues enhance fixturing systems. Armoire fixtures, overhead lamp shades, coffered ceiling elements, picture rails, crown moulding, and crisp white woodwork highlight the merchandise.

In each department, 15 large-scale graphic patterns in signature Shopko colors add an artful, highly stylized residential backdrop. The framed lifestyle imagery on the integrated rail system around the perimeter of the store is reiminiscent of the display of family photos at home.

Exemplifying Shopko's professional dedication to retail health are the pharmacy, health center, and optical center. A private area enables pharmacists to provide one-on-one consultations with patients. Stylish mirrors leaning against a curved display wall accentuate the comfortable, residential look. Enhancing the optician-patient relationship are furniture-like tables evoking the comfort of dining room tables. Eyewear displays shift the focus from health to fashion.