Friday 12 October 2012

Lukoil expands non-fuel offer with new convenience store design

Lukoil wants to be the dominant petroleum convenience operator but with competition from Bashneft, Tatneft and Rosneft, how can Russia's largest independent company improve on its current position and attract a greater number of customers into its stores?

If Lukoil is to reach a position where it can successfully loose the 'o' droplet in its logo, it must first serve the customer's best interest and this is exactly what the latest c-store in Vnukovo-Moscow is aiming to achieve.

Coinciding with experimental work to amplify the cleaner, less oil-driven side of Lukoil's business is the recent involvement of international design firm Minale Tattersfield.

The new Vnukovo-Moscow c-store appeals to new customers with rest room services and an expanded food and drink offer. The strong red and silver exterior design originally created by Minale Tattersfield in 1999 has remained much the same over successive years yet the shop was never included as part of the scope until now.

Within the fast food section is an enlarged and dedicated seating area. It feels much more comfortable than before and you quickly forget the continual drift of passing shoppers.

Across the c-store interior, bright colours are used to evoke a welcoming atmosphere and draw attention to hotspot areas (Coffee, Deli, Bread, Snacks). Warm orange and rich reds contrast against the muted outdoor colours and encourage a sense of respite, particularly felt during the city's winter period.

To offset the bright interior signage and dividers, the designers have chosen a sophisticated colour palette provided by 3M vinyl hardwood timber laminates and neutral mushroom-coloured walls across grocery and convenience areas. Also contributing to the interior ambience are state-of-the-art recessed LED gridlights provided by Philips which being energy efficient and low maintenance, prompted the removal of the ubiquitous corporate looking system tiled ceiling.

The old Lukoil WCs have also been replaced and cheerfully redecorated in a vinyl orange and white application, which is a Russian first!

The exterior design follows current retail trends with less pronounced use of Oil symbolism as the brand wants to eschew other visual cues and reflect the more ‘Foodie’ nature of its customer offer.

Another forecourt site in Prague will be completed shortly along the same lines of the Moscow-Vnukovo rest stop and will include a Jacobs branded standalone self-service coffee counter for customers reluctant to wait for barrista service.

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