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Design showcase: Norwegian discounter Nille launches new store design

Norwegian discount retailer Nille is launching a new store experience and brand identity, created by UK agency Dalziel & Pow.

A new flagship store seeks to introduce storytelling elements that will help the brand reconnect with longstanding customers while attracting new ones. ‘Nille moments’ – designed to represent simple everyday joys and milestones in life – have been introduced to shift shopping at the store from bring a functional experience to an emotional one. The social media hashtag #livedbynille is being used to bring together staff picks and user-generated content.

Nille has rethought its value proposition, focusing not just on price but also on a value-added proposition and emotional benefits. The retailer is seeking to provide help and advice as well as sell products, staging in-store events and offering bundled products for better customer value. The product assortment is to be updated more rapidly to create interest.

The store design moves away from a supermarket aesthetic, celebrating the architectural heritage of the building, and introducing flexible spaces that can be easily reconfigured. A simple and neutral colour palette is accented with bold pops of Nille’s signature yellow, with textured finishes adding interest.

The store is organised into clear, edited departments designed to capture timely occasions and celebrate family moments. The Home department can be transformed into a workshop space, where customers and staff can learn about new products and services.

A consistent yet flexible colour-coded communications hierarchy has been developed as part of the project. This is used to convey a range of different messages, from tips and offers to new products.

Rounded, lower case typography is used to create a friendly and informal feel, and a more conversational tone of voice. Staff uniforms, packaging and receipts have also been redesigned.

A number of new stores using the latest store format are planned.

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