2024-05-07T16:14:20-04:00 https://archinect.com/news/article/150145348/a-white-knight-for-a-new-era-of-groceries Nam Henderson 2019-07-11T12:52:00-04:00 >2019-07-11T11:52:27-04:00 <img src="https://archinect.gumlet.io/uploads/96/9622efe59735bbcab5b0b526a5796a00.jpg?fit=crop&auto=compress%2Cformat&enlarge=true&w=1200" border="0" /><em><p>You&rsquo;ve never heard of him, but then it&rsquo;s his job to be invisible. Kelley calls himself a supermarket ghostwriter: His contributions are felt more than seen, and the brands that hire him get all the credit. Countless Americans have interacted with his work in intimate ways, but will never know his name. Such is the thankless lot of the supermarket architect.</p></em><br /><br /><p>Joe Fassler profiles Kevin Kelley, cofounding partner and principal at <a href="http://www.shookkelley.com/" target="_blank">Shook Kelley</a>, and the firms' history of work applying "<em>the theater of retail</em>" to groceries. Besides newer competitors such as Amazon/Whole Foods,&nbsp;local supermarkets also face <a href="https://www.foodbusinessnews.net/articles/3274-channel-blurring-taking-a-greater-toll-on-retail-sales" target="_blank"> &ldquo;channel blurring&rdquo;</a> and new patterns of consumption.<br></p>