Updated copy: Conceptually, Roche Bros. Downtown Crossing emphasizes “community,” seamlessly integrating the Roche Bros. brand into the fabric of a new, dynamic destination in the heart of downtown Boston. As such, BHDP set out to design an inspiring retail food experience for a diverse urban audience, one that also shared Roche Bros.’ civic responsibility to honor the historical significance of this new store’s Burnham Building location, made famous for housing the original Filene’s Department Store.

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BHDP created several tangible, experiential components to delight and guide the shopper’s journey through a series of stylistic and lyrical metaphors that express the authenticity of the Roche Bros. brand while respecting the heritage of this historic building. Beginning at the store’s street-level entry, shoppers are welcomed into the self-service café by a vibrant architectural palette and refreshing visuals, both of which continue as you descend into the main store on the lower level. Guests are then invited to explore a variety of “shops” offering gourmet options and services, each with wayfinding, signage and graphics that emphasize the concept of “local.”
True to the shared vision for this store, BHDP created a community-centric shopping destination relevant for both the everyday shopper and the bourgeoning gourmet who call this Boston neighborhood home.

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  • Brand Expression
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