Before designing a new retail brand experience for Fine Wine & Good Spirits, the retail operation for the Pennsylvania Liquor Control Board (PLCB ), the retailer teamed with Landor Associates (New York) to re-examine the brand and its customers. During consumer research, the team discovered that while there are many consumers who enjoy shopping for wine and spirits, they don’t necessarily consider themselves proficient at it.
So the new design focuses on providing relevant information on the ingredients, origins, appropriate food pairings and product stories so consumers can purchase with confidence.
“We utilized strategic touchpoints on the customer’s shopping journey to ensure this information was easy to access and use,” says Craig Byers, associate creative director, Landor.
Discovery areas within the store are designed to feature products and expanded information such as drink recipes, travel imagery and employee opinions. Melissa Mish, senior client manager, says detailed product information on the shelf level and in-store signage further encourage exploration and learning.
“Shoppers leave feeling inspired, informed, surprised and eager to return,” she says.
The prototype store at Bucks County is the first PLCB shop to transform, with others to adopt the new look over time.
The store also includes several green store design elements. Using the U.S. Green Building Council’s LEED guidelines, Landor utilized green roofs, sustainable lighting, eco-friendly materials and water efficient fixtures to create an environment that is sustainable as well as inviting.
PROJECT SOURCE LIST
Retailer: Pennsylvania Liquor Control Board, Harrisburg, Pa. - Kate Paine, director of marketing communications, branding and design
Design: Landor Associates, New York - Richard Ford, executive creative director; Craig Byers, associate creative director; Roberta Wright, senior designers, branded environments; Tim Radville, designer; Paul Verga, project director; Melissa Mish, senior client manager
Architect: George Donovan AIA & Associates Architects, Bendminster, Pa.
General Contractor: Penn’s Grant Corp., Doylestown, Pa.
Ceilings: Armstrong, Lancaster, Pa.
Fixtures: T.C. Millwork Inc., Bensalem, Pa.; Wilsonart, (LaminArt), Temple, Texas
Flooring: Armstrong, Lancaster, Pa.; Forbo Flooring Systems, Hazle Township, Pa.
Lighting Consultant: Lighting Workshop, Brooklyn, N.Y.
Lighting: Philips Lightolier, Fall River, Mass.; Shaedler Yesco, Harrisburg, Pa.; School House Electric, Portland, Ore.
Props & Decoratives: Hubert Co., Harrison, Ohio
Wallcoverings/Paint: Benjamin Moore, Cleveland
Carts: Versacart, Boulder, Colo.
Photography: Courtesy of Landor Associates, New York