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NBBJ: the Foodhive experience.

A mom and two children exit the glass elevator to the ground floor of Foodhive. Across the 50-foot-deep store, fruits and vegetables are arranged on green shelves. The ramp supporting the shelves gently inclines upward to the left, away from the family, and parallels the 120-foot glass front wall. As the ramp turns left again, it follows the opposite 50-foot wall across from where the family entered. Turning left again, the ramp runs parallel to a 120-foot support wall and back to the family of three. This continuous ramp, circling up and around a center void, creates six uninterrupted levels of shopping within the 75-foot tall building. The food groups are recognized and defined by their shelving colors: produce (green), protein (red), dairy (white), grain/bakery (golden), beverage (blue), and household (gray). Appropriate to each level, iconography on the glass wall also indicates the various items. Together the iconography and shelving colors wordlessly communicate the Foodhive logic to urban Foodhive shoppers.

As the family crosses the floor, they pass the Foodhive entrance and Transaction Vestibule to their right. The Transaction Vestibule, an invisible transaction event made possible by sensors reading a shoppers' "Smart Card," eliminates the clutter of checkout stands. The size of a credit card, the Smart Card has multiple functions. Shoppers pass it over a selected item, press "+," and add the cost to a running tally. Then, when they exit the Transaction Vestibule, their inventories are scanned and charged to their shoppers' accounts.

The family continues past the Restocking Gantry to their left, which is suspended within the rectangular void of continuous ramps. The Gantry moves forward and backward, up and down, carrying inventory to the shelving systems at each level. Foodhive is as efficient to shop as to stock and maintains a continuous bounty of offerings. A fleet of Foodhive vans, whose colors and iconography identify their contents, replenishes shelves accordingly. Thus, the Foodhive logic and brand is seamlessly communicated throughout the process.

Arriving at the Pickup Counter, the mom removes the used food bins from her trolley. The bins quietly roll down the conveyor belt to be washed and sanitized for reuse. One of the children restacks the trolley with clean bins from the Shopping Bins area next to the Pickup Counter. Bins of different colors will hold the family's selected items. Next to the family, a woman is receiving her dinner party groceries, ordered via e-mail an hour earlier. After the groceries are loaded into a cloth bag hanging from the back of her wheelchair, she exits through the Transaction Vestibule, aware that her Smart Card will be recognized and charged.

The family of three shops the continuous ramp up and around the six Foodhive levels, finally taking the elevator up one last level to the rooftop garden and cafe Nestled tables and chars are surrounded by budding trees and fragrant flowers on the Foodhive rooftop, where lunch is served. The mom swipes her Smart Card, checks its tally, and moves along the counter to collect their tray of food. The family finds a bench in the sunlight and fresh air above the dry.

Foodhive: executive summary

Foodhive is born out of the need to simplify and proposes a new paradigm for the grocery store shopper:

* Impulse buying replaced with honest logic;

* The expectation of convenience and quality working in unison;

* Shopping environments that create community, and communities that ask more of their city;

* Lessening the distance between growers and consumers;

* Creating net positive energy;

* A grocery store that requires less space, due to less storage;

* Technology enhancing and supporting the model of what a shopper needs; and eliminating what a shopper doesn't want, with way-finding by color and icon creating the anywhere planet Earth store.

About NBBJ


111 S. Jackson

Beattie, WA 98104

(206) 223-5555

NBBJ is an international, multidisciplinary design practice with expertise in architecture, interior design, planning, graphics, interactive design, retail, health care, sports and entertainment, corporate and commercial, transportation; and advanced technology. Some of the world's top performing places have been designed by NBBJ, such as headquarters for Reebok, Starbucks, and Telenor, the last of which earned NBBJ the 2004 AIA Honor Award for outstanding architecture. Other work includes the expansion of Sea-Tac International Airport, and new stadiums for the Seattle Mariners, Los Angeles Lakers, Cincinnati Bengals, Milwaukee Brewers, and Philadelphia Eagles. NBBJ health care design includes work for Swedish Medical Center, Cleveland Clinic, and Battelle Memorial Institute.
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Title Annotation:The 21st Century Supermarket
Comment:NBBJ: the Foodhive experience.(The 21st Century Supermarket)
Publication:Progressive Grocer
Geographic Code:1USA
Date:May 1, 2004
Previous Article:MCG architecture: a lifestyle retail experience.
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