Fresh Collective Food Market
Customer food shopping needs were changing to more frequent and smaller shopper missions and New World needed to change with them.
Through a collaborative design thinking process we developed a new customers centred small format supermarket proposition focussed on experience rather than just operations.
The theatre of making was the hero at the centre of the store rather than around the outer edges, this showcased the fresh quality of the product to entice purchase.
In a first for Foodstuffs we created a full scale cardboard prototype of the new design in an emty store and invited staff and customers to interact and give feedback before the final store was built
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“Working extremely closely with Danielle on the development of the Fresh Collective by New World new retail proposition, brand and experience was an absolute pleasure and privilege. Danielle is a great strategic design thinker, seamlessly starting with understanding the customer problem, through to brand strategy and creative branded experience development and execution, whilst understanding and delivering to the business and client needs. I would highly recommend Danielle to any organisation and hope to be able to work with Danielle again in the near future!” — New World brand lead
Professionals used in Fresh Collective Food Market
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About the
Professional
Blur the lines is an award winning design studio delivering full service interior design for commercial and residential clients.
Led by experienced Australasian Interior Designer and Creative Director, Danielle Barclay, Blur the Lines work is innovative, bold and contemporary.
Danielle is both creatively minded and commercially driven. Her work tells a story and blurs the lines between function and feeling.
From homes to hotels, retail to installations, Blur the Lines creates inspiring spaces and experiences that you can step into, feel and remember.
- Year founded2000
- ArchiPro Member since2025
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