Sainsbury’s Central London HQ by Pope Wainwright & Wykes, London – UK

February 8th, 2016 by retail design blog

A 16-month project for the second largest chain of supermarkets in the UK, PWW have been working closely with Sainsbury’s to redefine the working environments at their Central London HQ. PWW have created flexible working areas that allow for collaboration and team engagement whilst bringing the unique Sainsbury’s story to life. The first supermarket to thrive in the development of own-brand goods, PWW wanted to illuminate Sainsbury’s as the pioneering brand it has always been.

With a combination of strategic design and an innovative revive of the brand’s heritage, PWW have transformed Sainsbury’s office workspaces from the regimented and formal spaces they were before. This includes their food centre featuring taste kitchens, supplier-meeting rooms and modernised innovation space for the development of packaging and technology to improve the Sainsbury’s shopper experience.

The Sainsbury’s recognised colour palettes are used across bold graphics and signage to act as navigational points across multiple floors. The central ‘terminus’ is identified as the heart of each floor through the high concentration of brand palette and a cumulative pixelated effect on the carpet design. This strategic carpet design progresses through to the workspace areas where the pixellation bleeds out to create a more neutral canvas. This is supported by a more vibrant use of alternate colour combinations through furniture, signage and communication to reflect the diversity of Sainsbury’s colleagues.

In addition, Sainsbury’s heritage is displayed through historical quotes and photography from Drury Lane to communicate the brand’s journey and diversity of the past and present colleagues.

To summarise the project so far Sainsbury’s has said: “PWW have made our lives so much easier by taking away the branding aspect of this project and helping us achieve our collective deadlines, despite being brought in late during the design stage for Holborn ABW. We are glad to have trusted them, as they are the perfect addition to our team with a great pace of work and focus. Overall they have done a fabulous job.” PWW will be working with Sainsbury’s until September/October 2016 to complete the six-floor HQ and continue to bring their unique brand story to life.

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