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GRV Lifestyle Supermarket
GRV Lifestyle Supermarket
Qingdao, China
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Other Projects by STUDIO DOHO
GRV Lifestyle Supermarket
Qingdao, China
Firm
Type
STATUS
Built
YEAR
2022
SIZE
10,000 sqft - 25,000 sqft
BUDGET
Undisclosed
STUDIO DOHO was commissioned by Gran Vida, a supermarket chain owned by the Chinese multinational Hisense Group, to reconsider the future of the supermarket shopping experience.
Located in the bustling seaport city of Qingdao, China, the newly designed 1200 sqm supermarket is an anchor tenant in the Hisense International Center, a key project in Qingdao CBD that opened in 2022.
Gran Vida was launched in 2013 and quickly became a successful retail outlet for premium goods, but after almost 10 years the needs and demands of grocery consumers had changed. This included simplifying the name of the supermarket to GRV to accommodate non-English speakers and reinventing itself to meet customer’s expectations of modern day shopping. In a world where online grocery shopping is on the rise, GRV finds itself in a unique position to rethink and implement a new supermarket typology.
DOHO created a new concept that transformed the mundane chore of grocery shopping into an exciting destination, essentially turning the supermarket into a lifestyle brand.
To achieve this vision, a premium shopping environment was created that strategically places more than 10000 products on display to articulate and guide the consumer journey through the shopping experience. GRV is known for its wide range of high-quality products and diverse international offerings for the Chinese market. The store leverages the ready-made meals to accommodate consumers on the go while weaving this experience with customers buying weekly groceries.
The front of the store catches the eye with fresh produce, flowers and snacks that are dynamically displayed. This is then combined with food stalls offering ready-to-cook and ready-to-eat products, as well as a bakery displaying fresh bread and pastries. Thereby catering to a variety of both Chinese and international tastes.
Customers find everything from daily necessities to lifestyle and beauty products as they explore the store. The goods are displayed in an artful manner that reflects GRV premium positioning and the modern attitude of its customers. What further sets GRV apart is the attention to detail in every aspect. DOHO designed the retail fixtures and the visual merchandising with in mind that every element works together harmoniously with the rest of the store. The use of variegated brick tiles offers a sense of warmth and familiarity, while earthy tones and the light wood accents evoke a natural and fresh feeling.
In order to elevate customer’s convenience, technology is seamless integrated into the shopping experience but is not forced onto the customer. Self-checkout systems are present for ease and speed but customer service and cashiers are adjacent to always be there for assistance. As GRV is highly service-oriented, the option of home delivery and in-store pick-up are available to streamline the shopping process, as well as personal recommendations based on previous purchases and habits.
As the traditional supermarket is becoming outdated, GRV is redefining the grocery shopping experience. From imported products to multiple categories of goods that are healthy, organic and of cultural heritage Chinese brands, Gran Vida aims to create a one-stop shop for a greener and healthier lifestyle. It’s no longer just a supermarket – it’s a destination.
Project Information
Designer: STUDIO DOHO
Location: Hisense International Center, Qingdao
Design scope: Interior design
Client: Hisense Group
Completion: 2022
Size: 1200 sqm
Lead Architects: Xin Dogterom & Jason Holland
Design Team: Su Chen, Zhang Caihua, Guo Heyang, Zhao Meishi
Photography: Brian Chua
Located in the bustling seaport city of Qingdao, China, the newly designed 1200 sqm supermarket is an anchor tenant in the Hisense International Center, a key project in Qingdao CBD that opened in 2022.
Gran Vida was launched in 2013 and quickly became a successful retail outlet for premium goods, but after almost 10 years the needs and demands of grocery consumers had changed. This included simplifying the name of the supermarket to GRV to accommodate non-English speakers and reinventing itself to meet customer’s expectations of modern day shopping. In a world where online grocery shopping is on the rise, GRV finds itself in a unique position to rethink and implement a new supermarket typology.
DOHO created a new concept that transformed the mundane chore of grocery shopping into an exciting destination, essentially turning the supermarket into a lifestyle brand.
To achieve this vision, a premium shopping environment was created that strategically places more than 10000 products on display to articulate and guide the consumer journey through the shopping experience. GRV is known for its wide range of high-quality products and diverse international offerings for the Chinese market. The store leverages the ready-made meals to accommodate consumers on the go while weaving this experience with customers buying weekly groceries.
The front of the store catches the eye with fresh produce, flowers and snacks that are dynamically displayed. This is then combined with food stalls offering ready-to-cook and ready-to-eat products, as well as a bakery displaying fresh bread and pastries. Thereby catering to a variety of both Chinese and international tastes.
Customers find everything from daily necessities to lifestyle and beauty products as they explore the store. The goods are displayed in an artful manner that reflects GRV premium positioning and the modern attitude of its customers. What further sets GRV apart is the attention to detail in every aspect. DOHO designed the retail fixtures and the visual merchandising with in mind that every element works together harmoniously with the rest of the store. The use of variegated brick tiles offers a sense of warmth and familiarity, while earthy tones and the light wood accents evoke a natural and fresh feeling.
In order to elevate customer’s convenience, technology is seamless integrated into the shopping experience but is not forced onto the customer. Self-checkout systems are present for ease and speed but customer service and cashiers are adjacent to always be there for assistance. As GRV is highly service-oriented, the option of home delivery and in-store pick-up are available to streamline the shopping process, as well as personal recommendations based on previous purchases and habits.
As the traditional supermarket is becoming outdated, GRV is redefining the grocery shopping experience. From imported products to multiple categories of goods that are healthy, organic and of cultural heritage Chinese brands, Gran Vida aims to create a one-stop shop for a greener and healthier lifestyle. It’s no longer just a supermarket – it’s a destination.
Project Information
Designer: STUDIO DOHO
Location: Hisense International Center, Qingdao
Design scope: Interior design
Client: Hisense Group
Completion: 2022
Size: 1200 sqm
Lead Architects: Xin Dogterom & Jason Holland
Design Team: Su Chen, Zhang Caihua, Guo Heyang, Zhao Meishi
Photography: Brian Chua
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