Deli by Shell concept and pilots

For this new non-highway store format for Shell we proposed to change the convenience concept into a service and hospitality based concept with a focus on fresh and healthy food and drinks and more quality in products and ingredients.

For the design we flipped the standard layout and removed the glass counter walls so the clients were faced by welcoming staff when entering the store.

Natural and durable materials like oak wood, porcellanato tiles and natural ground waxed concrete wall finishes make for a warm, quality feel.

After a pilot phase with four different shops Shell the concept proved to be successful and the client decided to move forward with an adapted roll out version based on the pilot stores.

Concept and designs created in collaboration with Thijs de Ruiter, Klas Bennergard and Cor Korteweg.

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