Studio Peter Lundbergh
City_Gross_logo.png

City Gross

City Gross butikskoncept

Fruit and veg department at City Gross grocery store in Sweden. Bold navigation on green tile wall. Creative direction by Studio Peter Lundbergh.

Assignment at BLINK
Client / Bergendahls
Project / Retail concept
Deliverables / Interior concept / Customer journey / Navigation / Signage / Staff clothing
Role in project / Creative direction and implementation

City Gross

City Gross staff clothing. Creative direction by Studio Peter Lundbergh.

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Video by City Gross

About

City Gross is a Swedish family-owned food rebel with a market share of roughly 30% and is seen as a bit of an underdog compared to the market leader ICA with a market share of 50%. The store concept has a strong Scandinavian, low key and friendly expression that in a subconsious way communicates the authentic fresh and value for money message.

The concept happily merries the rational cash & carry with the sensory food hall – Welcome!