Our team was invited by Heron Thermoelectric SA to present a concept design of its pilot store in May - June 2018. The proposal was submitted in the context of a closed competition for proposals, in order to select the design approach that could best represent its market presence.
During the design process, our knowledge basis was expanded in terms of the requirements of corporate signage and branding, as we worked on Heron’s retail stores handbook, in an attempt to realize a dynamic commercial environment of contemporary aesthetics.
The primary goal of the design team was to submit a proposal highlighting every aspect of the company’s identity, as both a supplier and a producer of electrical power, reinforcing the attempt to enter, as a key player, the competitive and constantly growing market of energy supply. It was intentional to avoid apparent or obvious semiology and emphatic design gestures, and instead, attach to symbolism in order to insinuate the scope of products and services provided by Heron.
The use of the contradictory electrical symbols «+» and «-» , was chosen to state a clear reference to the positive and negative particles of electricity, and was proposed as a branding element, used on both the external façade and on the display surfaces as an identifying pattern.
Sales and client interaction points are located on the ground floor level, easily accessible by the two adjacent streets. The axis created by the two entrances facing each other, provides multiple navigation options, promoting the displayed products. Administration is located on the first floor, while auxiliary and storage rooms are located on the basement.
Mixed tones of grey and white are applied on the ceiling, the walls and the floor, constituting a mild background palette. The neutral environment is combined with designated elements of striking color and material, to create an interesting contrast, attempting to bring in mind the interior space of a plant.
Grey epoxy paint is used on the floor, along with a yellow-painted trace, an interpretation of an electrical circuit, acting as a guideline for navigating through the multiple product zones of the store. Vivid red and blue colored pieces of furniture are used to integrate the company’s official colors in the store.
Ample lighting is provided by polycarbonate diffusing light panels placed both on the high ceiling and beneath the reception desk and interactive hot point while linear strips of led lighting asymmetrically arranged are placed on the lower ceiling.
The completion of the design and the construction drawings were carried out after the final selection of the store’s location in Athens, between September and November 2018. The marketing and sales department of the company, as well as the advertising agency Cream, worked on the architectural idea, enriching the space with graphics and logos and creatively contributing to the final outcome.
The construction of the pilot store began in February 2019 and was completed by April by VITAEL SA.
- The design Team -