Objective - Burpee Seed has represented quality to the seed industry through their catalog for over 125 years. Nothing could be more challenging then to attempt to extend that sense of trust within a new retail gardening concept. In an industry that is dominated by both independents and retail giants, the objective here was to simply create a store for gardeners that reflect their attitudes, interest and lifestyle. Our responsibilities on this project were all inclusive: total design concept, architecture documents, marketing/graphic design, fixtures, product assortment, store operations and construction as well as coordination of the overall look and feel of the store right down to the music.
Three prototype stores were built simultaneously on three separate platforms. The environment created was both visually appealing, shopable and was hailed by the industry as one of the best things to happen to gardening in recent history. These experimental test stores successfully gauged the current gardening community's needs and wants with the client's goods and services while trending approximately 20% over projection.