TASK To create the Balkans first concept store that combines restaurant,
wine bar, cafe, fashion, music, spa, hair salon, books and magazines and
gift section into a truly inspiring environment
PROJECT SCOPE Branding concept, Interior design, Furniture design,
Furnishings
LOCATION  Višnjićeva 10, Belgrade, Serbia  AREA 1350 m2

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The 1400 m2 site of the Supermarket concept store is an actual former discount supermarket, the first one ever to be opened in former communist Yugoslavia.

Relaxed attitude toward the “Golden years of Communism”, coinciding with the period of brutalism in architecture, was the constant source of inspiration for this project. The interior is intentionally raw and seemingly unfinished, so various delicate or luxurious objects or hedonistic activities the take place in an extremely ascetic environment. The installations are visible, concrete floor is cracked, toilet doors were taken off a derelict freight elevator.

Retail modules were produced from recycled wood material (OSB). Their intention was to create an “imperfect background for the educated consumers’ perfect fetishes”. Intentionally raw approach plays an important part in introducing contemporary art and design into commercial, retail spaces.
Supermarket concept store improves the existing retail concepts in Belgrade in several ways:
- Slow shopping enriched with various experiences
- Flexible space, perfect for various events
- Cultural content
- Promotion of young designers
- Consumer education
- Inventive ways to showcase the products
- Influencing the consumers’ tastes
- More interaction with consumers and more high-quality information
about brands
- Eco-friendly High quality/high style merchandise