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Fresh Brands, Inc.
2215 Union Avenue
Sheboygan, WI 53081
(t) 920-208-4104
(f) 920-208-5104
Location: Sheboygan, Wisconsin

Size: 60,000 sq. ft.

Category: New Retail Stores
(5,000 sq. ft. or more)

Firm: Fresh Brands, Inc.

Fresh Brands, Inc.

A prototype for all future Piggly Wiggly stores and remodeling projects, Washington Square Piggly Wiggly Supermarket in Sheboygan, Wis., features a totally new concept in grocery store design. Fresh Brands, Inc. has taken away the feeling of being inside a big concrete box by removing the traditional right-angled walls and flat roof, replacing them instead with shapes found in nature. The result is a supermarket that is open and inviting with natural lighting from 10 skylights and a circular "racetrack" design which makes it easier for shoppers to navigate.

The store elements incorporate a fluid shopping design focused on a "fresh market" approach to departmental merchandising. These enhanced departments create a store-within-a-store shopping experience, particularly in the fresh food departments. In each area of the store the flooring is a separate vinyl-composition tile design, set in curved geometric patterns that vary in texture and color, giving each department its own identity. Deep, rich, earthy colors such as taupe, eggplant and hunter are used throughout the store in various paints, tiles, veneers and fixtures.

The produce department is an open-market concept featuring freestanding dry and refrigerated cases. The fresh-meat department, with a "butcher shop" approach, features products in energy-efficient, precise-temperature-controlled cases. The expanded deli counter offers a wide variety of specialty and "ready-to-go" items. The store also features an expansive wine and spirits department that replicates a specialty wine cellar complete with wood shelving with a library ladder and an extensive walk-in cooler.


TAGS: Development
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