CASE STUDY: Orchard Supply Hardware (OSH)
Objective
To create a consumer-centric experience that celebrates the brand’s heritage and history in an updated and easy-to-shop environment.
Result
Creating a connection with the past, the new prototype celebrates the heritage and history of Orchard Supply Hardware (OSH). Founded in 1931 as a growers’ co-op, the company and its customers share the philosophy and purpose that is still at the heart of the company today. The brand respects the environment with its responsibility of stewardship in choosing not only products, but also materials in its own store that are eco-friendly and environmentally responsible. In its position as a “big, ‘small box’,” OSH fills a void between the ubiquitous national big box home improvement store and the “mom and pop” hardware store in offering comprehensive “better/best” assortments, appealing to its major shopping constituencies. Creating a series of neighborhoods, target consumers can find their “natural” home and destination, but are equally aware of the other products, capabilities and services available in the adjacent areas of the store.
Design Elements
- Through the celebration of the inherent interest of materials, products and applications, OSH provides a shopping environment that on one hand is Zen in its simplicity, but also full of surprises, twists and whimsy, promoting discovery and interest around every corner.
- Using a floor plan inspired by specialty markets, an easy-to-shop cognitive map was established to create a circulation plan and department adjacencies to inspire both the destination and impulse shopper.
- Zones were created and reinforced through the use of décor, color blocking, finishes and clusters of fixtures anchored by inspirational pylons; Outdoors features galvanized and corrugated metals and is characterized by a leafy green palette, Indoors has painted beadboard materials and a marigold coloration and Hardware & Tools features brick red details and raw construction-grade flakeboard.
- “Stay-mobiles” in key departments such as paint, tools and garden are made using materials ranging from recycled paint can lids to garden tools; all suspended from the ceiling in a gravity-defying dance.
- Inspirational pylons provide a hint of gravitas to the everyday task of shopping, fixing and improving with bits of hardware wisdom that include quotes such as “Hardware is all the nuts and bolts that hold our homes and lives together.”
- A consistent use of informative, engaging and straight-talk graphics and signage enhances the efficiency of shopping and add a bit of insight and entertainment that share the collective knowledge and legacy of the company with its customers - sculptural elements like repurposed shovels lend iconicity to check-out and service indicator lights.
