In collaboration with the Roche Bros., the BHDP design team worked to update their West Roxbury location by implementing the bright and contemporary aesthetic that is consistent with their downtown Boston location. In an effort to bring the store back to life, the BHDP team infused a more modern, industrial look in the new café area and throughout the rest of the store. This update included a full interior remodel and experiential graphic design implementation – the new EGD features nod to the heritage of the brand and create a place where friends can come to hang out, enjoy a quick bite, and share a passion for food.

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In order to emphasize their commitment to customer service and expertise throughout the design, the service areas of the stores were designed as individual “shops" for cheese, delicatessen, meat and seafood, bakery, etc. Customers can discover something new at every turn as they make their way around the perimeter of the store. The shops present a minimalist aesthetic using modern tile applications that places an emphasis on the product itself. The shop names reinforce Roche Bros.’ strong ties to the community by using local areas and street names applied to the soffits. Opening up the ceiling to an exposed structure infuses the space with new energy and a light, modern feel. The café area provides a welcoming spot for shoppers to enjoy coffee or lunch with banquette seating and a ceiling trellis element that elevates the seating/dining area from a traditional grocery experience. Bright pops of colored tile and neon signs, as well as strategic placement of the branded red, add visual cues throughout the customer journey leading through the space.