A local retail refit, French style

by

During my summer holiday in France, we were invited to the launch party for a shop that had just enjoyed a refit. But this was not a minimalist Parisien boutique, but a local butcher’s in a village in rural Brittany.

There were several interesting things about this that I thought would be worth comparing with retail fit-outs back home in the UK.

20110702_7012

The fact that there was a launch party at all was unusual for this type of business- it’s normally the sort of thing you associate with bars, restaurants, or designer clothes retailers. I was assured it was not normal for a butcher’s in France either.

Food shopping in France differs from the UK- the supermarkets are not all-powerful, certainly not in rural areas. In this village, in the heart of farming country, there are big retailers only 20 minutes away, but most locals prefer to buy quality meat here, some on a daily basis. Some of the animals farmed in his own fields, and while the cost is higher, so is the quality- a fact to which I can personally attest.

The proprietor enjoys a loyal customer base and it’s for this reason that he laid on free barbecue, drinks and nibbles on a Saturday lunchtime. It was quite an event, with even the local mayor turning up.

The shop was still busy during the party- it was business as usual. There was a minor panic when the butcher cut himself and had to nip down the road to the GP for some emergency stitches.

20110702_7015

As for the fit-out itself- a considerable investment had been made in taking out the cold store from the front of the building and installing new equipment at the back. I was too shy to ask the figure but I found this, and the effort and planning taken in the refit and redesign to be uncommon.

20110702_7034

Moving the cold room opened up the front of the premises, and customers appreciated the feeling of space this gave. It also let more light in from the full-height shopfront. Some of the extra space has been given over to new products (below), such as wine, local eggs, and gourmet products such as dressings and preserves.

20110702_7024

The bright red colour scheme with dark surfacing and light grey floor tiles worked for me. It was refreshing to see that thought had gone into the design- so often a butchers features plain white tiles that are difficult to keep clean. The owner had had considerable input into the design but had also involved an architect for the alterations relating to moving the cold room. Neither had he cut costs with the contracting- all aspects of this fit-out had a quality feel to them.

20110702_7020

I thought the artwork lent a touch of humour too.

20110702_7023

The identity signage was changed from the proprietors name to the more generic ‘Boucherie Charcuterie’ – i.e ‘Butchers / Cold Meats’. This may improve the value of the business, but I’m not sure if that is the reason was altered. Nonetheless I like the bold sans serif typeface that has been used on the dark brown, almost black exterior paint.

The works took 1 month to complete, during which time the business remained open, operating from a back room. The proprietor did not experience a particularly strong drop-off in trade during this time.

Client: Boucherie Didier Denieul
Project type: village butcher, retail fit-out
Location: Brittany, France
Architect: unknown
Contract value: unknown
Star product: côte de boeuf

Advertisements

Tags:

3 Responses to “A local retail refit, French style”

  1. designsbyfresh Says:

    Interesting story! Nice to see a smaller retailer taking care with design (and obviously putting in some money to back it up).

    Jeanette Mercer

  2. Interior Designers London Says:

    France is a nice place to spend holidays and you have done project as well. Great!! Color red is looking perfect as it seems the color red is meant for it only.

  3. Owen P Says:

    Hi- thanks for the nice comment. Just to clarify: it wasn’t my project- I just happened to be invited to the launch and thought it would be nice to photograph and write about.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: