LokalCREATIVE CONCEPT
Lokal is more than just a grocery store. Forget about screaming kids in the cart and millions of yogurt choices. Drop the kids off at the store's own playground and indulge in all the delights grown in Denmark. Lokal food evokes emotions and thoughts, not least about how we should raise the next generation of food consumers. A dining table placed where the food is grown and where the cows graze was my answer to establishing the conversation in our midst.
CREATIVE BRIEF
As part of my application process to KEA, we were tasked with creating a new sustainable grocery chain that would be launched in Copenhagen and eventually compete with the current Irma. The grocery store had to feel innovative in the market and not just work with sustainability as an extra add-on - sustainability had to be part of the grocery store's DNA.
KEA PROJECT
Ballonger ska flyga
inte din mat
01.04.24
Tannåker. Sweden
The big city dweller today has a longing for the small, the personal and the simple. Summer is best spent on Bornholm, where eggs are bought from the local farmer. The same person drives long distances to find the nearest farm shop. At home in Copenhagen, they subscribe to Årstiderna and have a conscious thought about why they eat the way they do.
What if we combined the desire for eggs from a local farmer, the farm shop and Årstiderna in one concept? Close your eyes. Make a wish. Open your eyes. Your dream has come true - Lokal is launched on the market.