Retail concept development
Sustainability
Green initiatives
Retail design
The design transformation of ICA MAXI, a renowned hypermarket chain, into a groundbreaking concept that seamlessly integrates sustainability, fresh food markets, family-friendly ambience, and omnichannel convenience.
The redesigned ICA MAXI hypermarket format have not only driven increased footfall but also strengthened customer loyalty. ICA MAXI has become a destination of choice for shoppers seeking quality, convenience, and sustainability in one remarkable hypermarket. The new format is being rolled out through the chain.
Blink the design agency revolutionized the hypermarket experience with the design transformation of ICA MAXI, a renowned hypermarket chain, that into a groundbreaking concept that seamlessly integrates sustainability, fresh food markets, family-friendly ambience, and omnichannel convenience.
Our approach to ICA MAXI's design centered around sustainability, incorporating eco-friendly materials, energy-efficient lighting, sustainable cooler technology, innovative waste management systems like up-cycling of food. The store's layout maximized natural light and airflow, reducing energy consumption. From the use of recycled and locally sourced materials to implementing sustainable practices throughout the store, we aimed to minimize environmental impact while creating a visually appealing and functional space.
Understanding the increasing consumer demand for local and organic produce, we reimagined ICA MAXI as a vibrant fresh food market. The layout showcased an array of colorful fruits, vegetables, and artisanal products, creating an immersive and engaging shopping experience. By prioritizing partnerships with local farmers and suppliers, and communicating “localness”, we ensured that customers had access to the freshest and highest quality ingredients, supporting the community and reducing carbon footprint.
To combat food waste, a significant challenge in the retail industry, we implemented innovative strategies within ICA MAXI's design. We integrated dedicated areas for discounted "imperfect" produce, reducing waste while offering value to customers. Additionally, we designed a smart inventory management system, optimizing stock rotation to minimize spoilage and ensuring that products were always fresh and available. We also initialized up-cycling of food by partnering up with local restaurants that made use of groceries.
Recognizing the importance of creating an inviting and family-friendly environment, we carefully curated ICA MAXI's ambience. Warm lighting, spacious aisles, and dedicated play areas for children fostered a welcoming atmosphere for shoppers of all ages. We incorporated comfortable seating areas and rest zones, allowing families to relax and enjoy their shopping experience, making ICA MAXI a preferred destination for quality time spent together.
To facilitate seamless shopping, we optimized the store's layout, ensuring clear signage, intuitive navigation, and strategically placed service counters for efficiency. In addition, we integrated cutting-edge technology, enabling customers to easily access product information, shop and go technology, Click and collect, personalized offers, and convenient self-checkout options. The incorporation of an omnichannel strategy allowed shoppers to seamlessly transition between in-store and online experiences, providing convenience and flexibility.
As a cornerstone of ICA MAXI's appeal, we prioritized delivering unbeatable value for money throughout the store. By strategically positioning discounted sections, highlighting special offers, and optimizing product placement, we empowered customers to make informed choices while enjoying cost savings.
The redesigned ICA MAXI hypermarket format has redefined the concept of a hypermarket, elevating the shopping experience for customers. The sustainable design, epic fresh food market, reduced food waste initiatives, family-friendly ambience, smooth shopping experience, omnichannel integration, and unbeatable value for money have not only driven increased footfall but also strengthened customer loyalty. ICA MAXI has become a destination of choice for shoppers seeking quality, convenience, and sustainability in one remarkable hypermarket.
The primary issue with the traditional hypermarket model is the "hangar effect." Walking into a 10,000-square-meter facility often feels industrial, cold, and transactional. ICA MAXI was suffering from this legacy perception. The sheer scale of the stores, while great for inventory, was becoming a barrier to emotional connection.
Furthermore, the modern shopper has evolved. They are hyper-aware of their carbon footprint. A brightly lit, energy-guzzling warehouse filled with plastic-wrapped goods no longer aligns with the values of the conscious consumer. ICA MAXI needed to solve a complex equation: How do we humanize a massive space? How do we prove that a hypermarket can be a champion of sustainability rather than a contributor to waste? And crucially, how do we stop the "grab-and-go" mentality and turn the store into a destination where families actually want to spend time?
As a European retail design studio that thrives on complex spatial problems, we saw this as an opportunity to completely rewrite the rulebook on retail concept design in Scandinavia.
From Strategy to Execution
Our strategy was rooted in "Humanizing the Scale." We aimed to deconstruct the monolithic hypermarket into a series of intimate, purpose-driven zones. Unlike competitors who focus solely on shelving efficiency, our approach as Scandinavian retail design experts was to focus on "atmospheric zoning."
We decided to flip the script on the standard layout. Instead of greeting customers with dry goods or promotions, we would immerse them immediately in a sensory experience. The strategy centered on three pillars: Radical Transparency (showing where food comes from), Circular Economy Integration (making waste reduction visible), and The Living Room Effect (adding warmth and comfort).
We utilized our background as a leading retail design agency in Sweden to advocate for a "phygital" approach—blending physical tactility with digital convenience—ensuring that efficiency didn't come at the cost of experience.
Spatial Layout & The Market Hall Vibe
We completely reimagined the fresh food section. Drawing inspiration from traditional Swedish "Saluhall" (market halls), we broke down long, parallel aisles into islands and clusters. This forces the customer to slow down and meander, mimicking the discovery process of a farmers' market. The visual merchandising here is abundant and colorful, celebrating the "perfectly imperfect" nature of organic produce.
Materials & Lighting
To combat the industrial feel, we overhauled the material palette. We stripped away glossy plastics and cold metals, replacing them with natural woods, recycled composites, and warm, textured finishes. Lighting played a crucial role; we moved away from uniform high-bay lighting to focused, warm-temperature spotlights that highlight the product, not the floor. This creates a cozy, theatrical atmosphere that is rare in hypermarket retail design.
Sustainability & The "Rescue" Loop
As store interior design specialists, we believe sustainability must be functional. We designed dedicated zones for "imperfect" produce—vegetables that look funny but taste great—offering them at a discount to reduce waste. Furthermore, we integrated a system where near-expiry food is up-cycled to an in-store kitchen or partnered local restaurants. We made these "waste-saving stations" prominent design features, not hidden back-of-house operations.
Family & Ambience
We created a "friendly family store" atmosphere. This involved widening aisles for stroller maneuverability and integrating play zones within the shopping flow, not just at the entrance. We added comfortable seating areas—rest zones—where families can take a break. It sounds simple, but in the world of retail concept design in the Nordics, allowing a customer to sit down without buying a coffee is revolutionary.
Digital & Omnichannel Integration
To ensure the "BIG" shopping trip remained smooth, we integrated seamless tech. We designed clear, intuitive wayfinding for "Click and Collect" lockers and "Shop & Go" scanners. The design facilitates a hybrid journey where a customer can research a product on their phone, find it instantly via digital signage, and check out without a queue.
Rolling out a total transformation across 89 locations is a logistical beast. As a European retail design studio, we are used to scale, but this project had unique hurdles. The main challenge was implementing these drastic physical changes—like ripping out flooring and installing new energy-efficient cooling systems—while keeping the stores operational.
We worked closely with local contractors to source materials that were not only sustainable but locally available to each specific store region, reducing the carbon footprint of the renovation itself. We also had to balance the massive brand identity of ICA with the need for "localness." We solved this by designing flexible signage frames that allowed individual store managers to highlight local farmers and suppliers, giving each massive hypermarket a unique, community-centric flavor.
Fresh fruit and vegetable department allowing seamless shopper experience
Working closely with the client, we managed the installation in a way that respected the museum's existing architecture. There was a tight feedback loop with Björn Ulvaeus, ensuring that every design choice—from the floor finish to the counter height—met his vision of the "best ever pop-shop." As a leading retail design agency in Sweden, we thrive on this level of high-stakes collaboration. The execution phase proved that functionality and fantasy can coexist when managed by experienced hands.
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The stores with the new concept have seen a significant uptick in daily visits. Customers are spending longer in the store, directly correlating to increased basket size. The integrated "rescue" stations and smart inventory displays have measurably lowered food waste percentages per location.
The stores with the new concept have seen a significant uptick in daily visits. The feedback from the community has been overwhelming. Customers report feeling less stressed during their weekly shop. The perception of ICA MAXI has shifted from a "necessary chore" to a "destination of choice". By proving that a hypermarket can be warm, sustainable, and locally grounded, we have strengthened customer loyalty in an era where brand switching is rampant.
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