Main photo by Corporate Pixel/Kyle Ford. Styling Lucy Landini. Art by MulgaReinventing ALDI. Corner Store
Publicada el 14 de julio de 2021
Mark Landini.
Landini Associates. Reinventing Normal
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After only a few hours sleep for all, but infused by great coffee from Sonoma, we just launched our newly designed "local" concept for ALDI today, named "Corner Store".
I wanted to share a few of our happy snaps with you all.
Following our nationwide redesign of ALDI Australia’s stores, Landini Associates were engaged to design a local, smaller trading format for ALDI Australia, ALDI Corner Store, launched today at 99 Mount Street, North Sydney.
Our brief was to interpret the traditional ALDI model into a new format that is genuinely local, uniquely different, but recognisably ALDI. So, Good Different!
Landini Associates scope of work included:
Naming, Identity, Interiors and all in-store Graphic Communications (Environmental, Signage, Wayfinding, Tone of Voice and Uniforms).
“ALDI are proud to present an elevated, never-before-seen, convenience-driven store format that is both uniquely different and recognisably ALDI,” said Huw Longman, Director, ALDI Corner Store Project.
A New Experience, Recognizably ALDI
With its emphasis on urban locations, the layout of ALDI Corner Store is driven by the need to refurbish existing buildings rather than constructing new properties — an approach aligned to the needs of a local, largely walk-in customer base. Grocery and fresh produce are still the core offering but are newly supplemented by a growing range of ready to go meals and convenience-based products, as well as a new take away coffee and artisanal bakery offerings. The brand’s beloved “Special Buys” remain a core part of the ALDI Corner Store service offering.
“The new Corner Store layout is aligned to the needs of a local, largely walk-in customer base, with simple navigation, self-checkouts, fresh offerings, quality products and everyday low prices with a nostalgic neighbourhood feel,” Mr Longman continued.
Landini Associates’ new design celebrates ALDI’s renowned dedication to corporate responsibility, reflected in the brand’s recent delivery of 100% renewable electricity across its business operations and its commitment to send zero waste to landfill by 2025.
Reinventing Local
Landini and ALDI decided to reinvent how smaller store formats are interpreted in Australia. At all ALDI Corner Store locations, rather than featuring neighbourhood photographs or signs declaring the location, each site will be designed to celebrate its community through strategic local art partnerships. These artist collaborations “honour differences while embracing operational affinities and create an overall atmosphere that is consistent with the ALDI brand,”.
“We wanted to create a solution that is both a design signature and memorably ALDI but also something truly different. We have ensured that each ALDI Corner Store will be recognizable and distinct, both in the design parameters and in this first store by commissioning a unique artwork” - Mark Landini, Creative Director, Landini Associates
A key intention of the design concept is this commissioning of a local artist to create unique artworks that celebrate each store’s surrounding neighbourhood, as well as ALDI’s Food proposition, amazing quality and the best possible prices. The debut ALDI Corner Store, at 99 Mount Street in North Sydney, unveils the work of Sydney artist Mulga, who was commissioned by Landini Associates to decorate both the interior and façade of the North Sydney site.
For more information on LandiniAssociates visit: www.landiniassociates.com
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