RETAIL DESIGN by MARKET VALUE for HAL'SHOP

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RETAIL DESIGN

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market France
Agency MARKET VALUE
Released March 2010

Credits & Description

Category: Environmental Design: Permanent
Advertiser: HAL'SHOP
Product/Service: RETAIL DESIGN
Agency: MARKET VALUE
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: MARKET VALUE, Boulogne , FRANCE
Entry URL: http://www.halshop.fr/
Media placement: Store Design - Nanterre (France) - March 2010

Describe the challenges and key objectives
Hal'Shop wants to become the proximity grocery store of reference on the market of 2nd and 3rd generations of French Muslims and to seduce a wide range of clients, looking for Mediterranean and Eastern products (spices, jams, sweets…).

Describe the brief from the client
There is today 6,5 million of Muslims in France and nevertheless, there is no structured halal offering worthy of the name in France. Hal' Shop thus answers at the request of the urban customers, the 'beurgeois' (but also food tourists), looking for traditional products, but also products of the everyday that they did not find until then in France (candies, beer, foie gras...), everything fully qualified 100% halal. Rachid Bakhalq created the 1st food store of proximity 100% halal and asked Market Value to invent the design of the store.

Describe how you arrived at the final design
We chose to break with the traditional codes and the clichés of the halal (arabesques, red color) with a store design and a graphic universe which was ultra modern, dynamic, with graphic codes full of freshness and youthness. The green symbolizes Islam and the natural side of products.The mascot of the brand, Hal'Boy, communicates with the customer, in particular on the traceability, throughout its shopping circuit. On 200 m2,the store offers a wide assortment of products halal in grocery, frozen food, ready-made meals and a snacking space to test the new products and have a quick snack at any time of the day.

Give some indication of how successful the outcome was in the market
The first store opened in Nanterre (Paris, France) is unanimously greeted by the consumers and the professionals. 10 stores planned by 2013