Family Values

With humble beginnings as Ted’s Supervalu in Moorhead, Minn., the family-owned grocery store chain, founded in 1951 by Ted Hornbacher, was ready for a new look. As a subsidiary of Eden Prairie, Minn.-based Supervalu’s grocery retail network, Hornbacher’s worked with the company’s internal design team to chart a new strategy, intended to give the store a contemporary feel, while acknowledging its local heritage.

Beginning with the exterior, the holistically designed location features an edgy façade combined with the brand’s signature vintage signage. A fiber-cement exterior cladding resembling wood defines the modern horizontal lines of the storefront. Once inside, it’s evident the feel of the exterior is interwoven into the interior.

“The color palette has a timeless, rich industrial feel,” says Harry Steen, creative director, Supervalu.

The interior perimeters feature concise white and black surface treatments punctuated with heritage black-and-white photographs. These are accented by colorful graphics on stretched fabric that enliven the space. Positioned on the soffit above the merchandise, the framed images are spotlighted for emphasis. A primarily achromatic scheme was part of the retailer’s strategy: “We wanted to take color out of the design and let the groceries do the talking,” Steen explains.

Customers are directed through the grocery by backlit signage, where dark-colored lettering pops against bright white backgrounds. “It’s high drama,” says Steen,  “like a tweed suit with a colored tie.”

Contrasting flooring materials define the “fresh” section of the store, which includes the deli, bakery and produce departments. A diagonal wood plank floor identifies that area, while a polished colored concrete runs throughout. Display cases are also positioned on an angle for greater exposure and further attempt to project the fresh image.

“Hornbacher’s new model employs simple materials throughout, used in unconventional ways,” says Sarah Phillips, design program lead, Supervalu. The deli section, for example, features a beadboard backdrop, a turnbuckle canopy protruding over the caseline and vintage white subway tiles with mildly contrasting grout.

The cash wrap area is lit with hanging school lamps, offering an authentic ’50s feel, while a history wall showcases images from a bygone family album. The store’s design adds to a contemporary interpretation of a historic industrial atmosphere as the Fargo/Moorhead-area grocery store looks toward the years ahead.

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