Fund Grube. Redesigning a leader

Perfumery and multiproduct chain at Canary Islands.
Fund Grube

Description

Title
Redesigning a leader

Project
Redesign of the Canarian multiproduct chain Fund Grube

Client
Fund Grube

Location
Gran Canaria: Las Arenas and Mirador. Lanzarote: Carmen, Fariones, Rubicon, Teguise and Yaiza. Tenerife: Colon, Lago and Vista Sur. Fuerteventura: Corralejo and Jandía

Dimensions
Entre 450 – 660 m²

Date
2009 – to date

Disciplines
Concept design
Interior design
Furniture design
Graphics design
Construction

Collaboration
David de Ramón: illustrator
Blas Rico: graphic designer
Alba López: interior designer
Maria Lleyda: 3D modeler
Jordi Farres: industrial designer

Briefing

Our client wanted to give a new visual and functional approach to the stores that already had in place throughout the Canary Islands, focused mainly on the tourist public. The client intended a new proposal for the corporate image and a desire to reinvent itself at a time of expansion, where current and future stores should go hand in hand.

Its objectives were clear: increased flow between different product categories, a rapid identification of the offer with signage and flexible furniture, custom-made for the chain.

After analyzing its products, the company and the target audience, we decided to give shops an aspect of femininity and warmth as hallmarks that would define the customer at this stage it was about to undertake. We proposed a dynamic distribution with a clear circulation, curved forms that favored the tour and a structure to differentiate its three main categories: perfumery and cosmetics, fashion and accessories.

Such forms were repeated along the ceiling with a unique design of wavy wooden slats that radiated warmth, while indicating the main circulation paths. For each category, a family of differentiated furniture was designed, creating different worlds, but without depriving the store of an overall consistency and a clear brand identification.

The open facades achieved greater visibility and luminosity of the store, thus increasing inflow. Banners, large format images, etc., broadcast messages from the company and from the exclusive brands sold in the interior, besides drawing the attention of pedestrians and drivers.

Major challenge

Adapting the definition that was made for the prototype shop to the other stores was complex, since the type of premises was different and, being a very proactive company, new implementation, product needs, etc. appeared in each of them. Still, with the running-in, the experience obtained from successive store openings and the project, implementation and execution team (which was perfectly linked up), potential operation improvements were detected in record times, and the design continued to evolve along a very positive pattern, which has resulted in a constant chain evolution.

Among the different projects performed for Fund Grube, which meant a new challenge, in terms of rethinking the design and a new concept, Las Arenas and Mirador were the ones with a target audience different from the rest; a domestic and less touristic audience.

The image change has reinforced Fund Grube’s positioning as no. 1 in perfumery stores in the Canary Islands, and has become a reference for store image. It has received the award for the “best tourist perfumery store” at the Perfumery Awards 2013 and 2014 organized by the professional magazine Beauty Prof.

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