Wegman's Massachusetts Retail Localization

Wegmans opens first Massachusetts store; evokes rural theme in design

Wegman's Massachusetts Retail Localization

Wegmans Food Markets has opened its first location in Massachusetts, in the town of Northborough. The 138,000-sq.-ft. store, the largest supermarket in New England, has a warm, welcoming feel.

“As you approach the store,” said Corinne Chiogna, who headed Wegmans’ design team’s effort, “there’s a rooster-themed weathervane atop a cupola in the center of a gabled roof. It’s a reminder of food’s roots in agriculture. The stonework on the face of the building, the diagonal bracing, and soft neutral colors with red accents on the roof make you think of a barn in the countryside. We chose traditional rather than trendy themes because we wanted everyone to feel comfortable in this space.”

Rural landscapes are echoed indoors, too, but with light, fun touches. As one enters the store, a hand-painted mural over the Coffee Bar is a rendering of Wegmans’ Organic Farm located on the edge of Canandaigua Lake, in the heart of New York’s Finger Lakes region. Every half hour, the barn door in the mural opens, the sun lights up, and a crowing rooster pops out of the three-dimensional barn anchored in the mural.

Approximately one-third of the space is devoted to prepared foods, with another 15,000 sq. ft. for a liquor department and a 300-seat cafe. The giant store features 70,000 products and some 30 checkout lanes.

[via Chain Store Age]

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