Freshly Chopped Smithfield: A Flagship Store Redefining Healthy Food Retail

Revolutionizing the Freshly Chopped Brand with Chopped 2.0

The inspiration for the design of Freshly Chopped Smithfield draws from the industrial surroundings of the store's location. Surface finishes and textures such as exposed red brick, rustic timber, concrete, and corrugated steel create a raw and authentic atmosphere. A bespoke Graffiti wall, inspired by an old shipping container, adds a touch of urban artistry. The Greenhouse concept, another significant interior design feature, pays homage to the freshness of the ingredients used in Freshly Chopped's healthy food offer.

What sets Freshly Chopped Smithfield apart is its ability to provide a multi-functional space that caters to various customer needs. The seating arrangement ranges from high stools and industrial trolleys for cooking demos or informal lunches, to comfortable sofas and armchairs for relaxation, and traditional dining tables and chairs for a more formal dining experience. This flexibility allows customers to use the space as a casual work hub or a meeting place.

Technological advancements play a vital role in the realization of Freshly Chopped Smithfield. The store incorporates digital screen menu displays, controlled lighting, and an audio system to enhance the overall dining experience. These innovations, coupled with the moving flow concept, ensure that the store can handle peaks and troughs throughout the day, providing a seamless and efficient service to customers.

Located in Dublin's vibrant Smithfield Plaza, Freshly Chopped Smithfield occupies a 242 square meter space. This area has experienced a recent revival, making it the ideal location to introduce the revitalized and enhanced Freshly Chopped proposition. The design project commenced in October 2017, with onsite work starting in February 2018. The store officially opened its doors in April 2018.

The design of Freshly Chopped Smithfield is a testament to the extensive research and collaboration between Millimetre Design and the Freshly Chopped brand. With over 60 outlets across the UK and Ireland, Millimetre Design had an intimate knowledge and love for the brand, making it easier to deliver the enhanced retail proposition. The challenge was to evolve the existing Freshly Chopped brand while developing a new concept and commercial proposition, without deviating too much from the brand's successful identity.

Freshly Chopped Smithfield has received recognition for its outstanding design. It was awarded the Bronze A' Design Award in the Interior Space, Retail, and Exhibition Design category in 2019. This prestigious award acknowledges designs that exhibit strong technical and creative skills, contributing to quality of life improvements. Freshly Chopped Smithfield truly exemplifies the fusion of art, science, design, and technology, making it a remarkable addition to the world of healthy food retail.