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Modeled after a traditional farmer’s market, the new County Market prototype emphasizes fresh, organic, and locally produced foods and prepared meals while staying true to the brand’s promise of bottom-line prices. The remodel and expansion incorporates elements found in roadside farmstands and open-air farmer’s markets.

“When Jerry’s asked us to remodel the Hudson store, one of the first images we batted around was Grant Woods’ American Gothic.  Now that it’s built, we’re all calling it the American Gothic of supermarkets,” says Harry Steen, creative director of Design Services Group.

Barn-influenced roofline departmental treatments, faux brick haunches, simulated wrought-iron arches, and railroad-inspired roof trusses lend authenticity to the farm-style vernacular. Strategically placed corrugated trough-style produce tables enhance the agrarian feel.

Tightly lined “washboard tin” from the nation’s last provider of washboards for laundry creates distinctive wall accents. The tin provides a backdrop for departmental signage that emphasizes the focus on value pricing.

Carrying the theme through décor is wayfinding signage resembling peach-crate art. The signage features high-resolution photographs printed directly on wood, then distressed (digitally and mechanically), aged, and varnished.

Adding to the aged feel is the floor treatment. Once the existing VCT was removed, the concrete was ground down to its aggregate elements and a rich dye added. “It exposed the history and patina of all the work done to the floor through the years, becoming a part of the design,” says Steen. The treatment is expected to significantly reduce maintenance costs since polished concrete does not require waxing.