As my first project in the U.S., our team had the privilege of visiting Los Angeles, where the site was located, to conduct field research and analyze how nearby grocery competitors operated. I studied the visual strategies of brands like Whole Foods, Erewhon, Trader Joe’s, Gelson’s, and Sprouts, gaining insights into how a store’s atmosphere influences customer behavior. During visits to several Whole Foods locations,
I was particularly impressed by how they localized each store with graphic signage that reflected the character of its location.
This insight became the foundation of our design direction, which aimed to revive the Golden Age of Downtown LA. We positioned a food hall at the center of the store to attract young professionals working in the area, providing a space for quick lunches during busy hours. Additionally, we allocated part of the space to a pub and bar area, creating a gathering spot where people could unwind after work. This focus on community spaces and F&B offerings reimagined the traditional grocery experience to align with the lifestyle of young Downtown LA customers.
While business dynamics ultimately prevented the design’s execution—leading the project to be reassigned to another team, who implemented a different design and opened the store in Irvine—the experience was invaluable. It deepened my understanding of how localization can shape spaces that resonate with and are cherished by the local community.
