Visual communication boosts sales

Creating an environment that would provide customers with a pleasant shopping experience was the objective of the AC Arquitetura Integrada office when carrying out the project for this property in Porto Alegre in order to guarantee its occupation by the new Konig Supermarket store.

The work sought to qualify the building located next to the former headquarters of the establishment that is considered a sales reference in the city. The architects say that the previous store had a small floor area and an unattractive architectural design. “The 30-year tradition at the site, however, marked the service and made customers loyal”, explain the architects Aglaia Cerri, Fernanda Demarco and Gabriel Bahilli, from AC. Staying in the neighborhood and thus preserving the relationship with the public was the main requirement of the owners, and determined the approach adopted.

Visual communication
The project combines architecture and interior design, but focuses on visual communication, which started with a complete overhaul of Konig's identity. Brand planning, by the way, follows the retail trend that seeks to communicate with the customer in each commercial experience. “It influences purchasing behavior, creates a pleasant experience, and can boost sales”, explain the architects.

They adopted a clean language, which uses lighter elements and in smaller quantities, fleeing the Brazilian standard of supermarkets where images predominate to demarcate sectors and excess information. For Konig, a system of white letters was created, in capital letters, which contrast with the dark ambience of the spaces.

“The directional signage is defined by the vertical format of the corridor signs, which stand out against the black background. All of the company's stationery and even the employees' uniforms follow the same identity", explains Marta Aran, from ACMA Communication & Visual Merhandising, who is also responsible for visual programming.

White letter system, in capital letters, contrasts with the dark ambience of the spacesPhoto: Marcelo Donadussi
To highlight the available products, black was applied to all equipment and shelves, revealing the colors of the labels, packaging , fruits and vegetables, among others. Simple lines and other supporting tones, such as yellow and orange, complement the visual communication.

“We finished the service areas with LED screens that inform customers about promotions and new products, in addition to disclosing content such as recipes and preparation tips”, describe the authors.

Layout and structure
The layout of the environments creates a center for perishable foods at the back of the store, bringing together the areas for fruit and vegetables, butchers, rotisserie and bakery. Next to this circuit is the cellar with double height ceilings and a large display case, which combines wood and steel.

The structure of the building is all in precast concrete. On the facade, in addition to this enclosure in concrete panels, there is a yellow metallic screen that balances the sunlight in the cashier area, in the administrative mezzanine and in the entrance to the semi-underground garage.

“The parking access volume was made with a metallic structure, which guaranteed the perfect finish of the logo in the backlight. At night, the sign stands out, and the result is great”, point out the architects.

Source: Architecture Gallery

https://www.galeriadaarquitetura .com.br/projeto/ac-arquitetura-integrada_/supermercado-konig/3198