Objectives

The LIDL retail chain is known for its highly standardized store concept, designed for stand-alone greenfield locations. Recently, LIDL developed new formats that will facilitate expansion into areas with less available real estate. At the end of 2019, LIDL opened a new store in Centrum Stromovka, a newly developed shopping center in Prague’s Letná district.

The challenge was to adapt the format to overcome the limitations of the mall property. Mainly, the distance from the main entrance and lack of frontage for communicating special offers.

The objective of the adaptation was twofold: first, to seamlessly incorporate the store into the shopping center design; and secondly, to reflect the socio-demographics of local consumers, their interests, and shopping needs.
 

How were the objectives met?

The starting point for our design journey was primary research. We conducted personal interview surveys pre-opening within a two-kilometer radius of the location. In addition to questions related to gender and socioeconomic status, the survey measured attitudes towards media consumption, parking, the environment, and expectations for the upcoming project. The primary objective of the research was to gauge respondents' perceptions of the new Lidl location. The survey helped reveal the unique values and characteristics of the neighborhood, which inspired our approach.

The Letná District is a blend of Czechs and foreigners who prioritize a healthy and ecological lifestyle and modern technologies. They often spend their free time in Stromovka Park, which was the inspiration for the naming and visual style of the shopping center and the adaptation of the LIDL store concept. The concept uses natural motifs, materials, and design elements that visually reference the park, retail technologies, and a product assortment attractive to local customers.

In adapting the store format for the Letná location, we considered the mall's visual aesthetic and socio-demographics of the catchment area. It adapts to the locals' needs and expectations, be it an eco-friendly approach or modern solution. Warmly received by customers, the store is one of the most highly-trafficked venues in the mall.

Location: Prague 9, -, Czech Republic

Submitter: WELLEN RETAIL EXPERIENCE

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