STUDIO DOHO受中国跨国公司海信集团旗下连锁超市Gran Vida的委托，重新打造超市的购物体验。
STUDIO DOHO was commissioned by Gran Vida, a supermarket chain owned by the Chinese multinational Hisense Group, to reconsider the future of the supermarket shopping experience.
这家全新设计的超市面积为1200平方米，位于中国繁华的海港城市青岛，是海信国际中心的主要租户。海信国际中心是青岛中央商务区的一个重要项目，于2022年开业。
Located in the bustling seaport city of Qingdao, China, the newly designed 1200 sqm supermarket is an anchor tenant in the Hisense International Center, a key project in Qingdao CBD that opened in 2022.
Gran Vida于2013年进入市场，很快就成为一家成功的优质商品零售店，但在近10年之后，消费者的需求发生了变化。超市名称被简化为GRV，以适应非英语使用者，同时超市进行自我改造，以满足顾客对现代化购物的期望。在一个网上超市购物日益兴起的世界里，GRV发现自己处于一个独特的位置，需要重新思考和实施一种新的超市类型。
Gran Vida was launched in 2013 and quickly became a successful retail outlet for premium goods, but after almost 10 years the needs and demands of grocery consumers had changed. This included simplifying the name of the supermarket to GRV to accommodate non-English speakers and reinventing itself to meet customer’s expectations of modern day shopping. In a world where online grocery shopping is on the rise, GRV finds itself in a unique position to rethink and implement a new supermarket typology.
DOHO创造了一个新的概念，将日用品采购这件家务杂事转变为一个令人兴奋的精彩目的地，从本质上把超市变成了一个生活方式品牌。
DOHO created a new concept that transformed the mundane chore of grocery shopping into an exciting destination, essentially turning the supermarket into a lifestyle brand.
为了实现这一愿景，我们打造了一个优质的购物环境，有策略地展示了10000多种产品，以引导消费者的购物体验之旅。GRV以其多品类高质量产品和面向中国市场的多样化国际产品而闻名。超市利用即食食品来满足消费者的需求，同时将这种体验与每周购买日常用品的顾客交织在一起。
To achieve this vision, a premium shopping environment was created that strategically places more than 10000 products on display to articulate and guide the consumer journey through the shopping experience. GRV is known for its wide range of high-quality products and diverse international offerings for the Chinese market. The store leverages the ready-made meals to accommodate consumers on the go while weaving this experience with customers buying weekly groceries.
超市入口处以活泼地方式展示新鲜产品、鲜花和小食以吸引顾客眼球。与此相结合的是提供半成品食物和即食食物的摊位，还有一家陈列新鲜面包和糕点的面包店。从而迎合中国和国际的各种不同口味。
The front of the store catches the eye with fresh produce, flowers and snacks that are dynamically displayed. This is then combined with food stalls offering ready-to-cook and ready-to-eat products, as well as a bakery displaying fresh bread and pastries. Thereby catering to a variety of both Chinese and international tastes.
顾客在逛超市时，会发现从日常用品到生活方式以及美容相关的所有产品。商品以巧妙的方式展示，反映了GRV的高端定位和客户的现代化生活态度。对各个方面细节的关注进一步让GRV与众不同。DOHO在设计零售固定装置和视觉陈列时，考虑到每一个元素都与超市的其他部分相协调。渐变色瓷砖的使用给人一种温暖和熟悉的感觉，而泥土色调和浅色木材色调则唤起了一种自然清新的感觉。
Customers find everything from daily necessities to lifestyle and beauty products as they explore the store. The goods are displayed in an artful manner that reflects GRV premium positioning and the modern attitude of its customers. What further sets GRV apart is the attention to detail in every aspect. DOHO designed the retail fixtures and the visual merchandising with in mind that every element works together harmoniously with the rest of the store. The use of variegated brick tiles offers a sense of warmth and familiarity, while earthy tones and the light wood accents evoke a natural and fresh feeling.
为了提升顾客的便利性，我们将技术无缝融合到购物体验中，而不会强加给顾客。自助结账系统的存在是为了方便快捷，同时保留客户服务和收银服务，随时为顾客提供帮助。由于GRV是高度服务型超市，顾客可以选择送货上门和店内取货以简化购物流程，超市同时提供基于以往购物和习惯的个人建议。
In order to elevate customer’s convenience, technology is seamless integrated into the shopping experience but is not forced onto the customer. Self-checkout systems are present for ease and speed but customer service and cashiers are adjacent to always be there for assistance. As GRV is highly service-oriented, the option of home delivery and in-store pick-up are available to streamline the shopping process, as well as personal recommendations based on previous purchases and habits.
随着传统超市逐渐过时，GRV正在重新定义日用品的购物体验。从进口产品到健康、有机和中国文化遗产品牌等多种产品，Gran Vida旨在以更环保、更健康的生活方式打造一站式超市。它不再只是一个超市，而是一个精彩的目的地。
As the traditional supermarket is becoming outdated, GRV is redefining the grocery shopping experience. From imported products to multiple categories of goods that are healthy, organic and of cultural heritage Chinese brands, Gran Vida aims to create a one-stop shop for a greener and healthier lifestyle. It’s no longer just a supermarket – it’s a destination.
项目信息——
设计方：STUDIO DOHO
地点：青岛市海信国际中心
设计范围：室内设计
甲方：海信集团
完工时间：2022
面积：1200平米
首席设计师：Xin Dogterom & Jason Holland
设计团队：苏晨、张财华、国赫洋、肇美施
摄影：Brian Chua
Project Information——
Designer：STUDIO DOHO
Location：Hisense International Center, Qingdao
Design scope：Interior design
Client：Hisense Group
Completion：2022
Size：1200 sqm
Lead Architects：Xin Dogterom & Jason Holland
Design Team：Su Chen, Zhang Caihua, Guo Heyang, Zhao Meishi
Photography：Brian Chua
