Mt Eden represents the latest of Nosh’s rapidly expanding boutique supermarket chain and inhabits 825 m2 of the old Boss Furniture showroom in Auckland’s Dominion Rd. It is tempting to pigeonhole any small to medium format food store in New Zealand as a “Deli”. However, Nosh owners Chris Moore and Clinton Beuvink always dispel this notion.
They see their market niche as being ultra-fresh food for everyday shopping, with the traditional supermarket being relegated to the monthly-shop for non-food items. Delis, on the other hand, tend to be about special occasions and therefore charge a premium. Nosh, in contrast, aims to undercut supermarket pricing on food.
With this positioning in mind, we created a very minimalist interior consisting of concrete floor and benches, exposed ceiling and very industrial fixturing. The product does the talking here.
Personality is introduced by way of smart-but-functional white tiles, timber accents and the (Nosh signature) black walls, which double as blackboards to highlight current fresh produce. Product is everywhere, hanging above counters, seen through windows in “aging rooms”, available for tasting on stainless steel tables or just piled high on pine shelves and in the boxes or crates in which it came from the supplier.
Also included in the space is a café and “The Melting Pot” mezzanine area featuring a demonstration/test kitchen and lounge containing vintage cookbooks, which shoppers can freely browse.
Council required the demolition of much of the front and rear facades to accommodate additional parking and a new bus lane respectively. The store is trading beyond the owners (high) expectations and is rapidly becoming a hub for famous chefs and local foodies alike.
Design Firm: Studio Gascoigne Ltd
Images: Emily Andrews