A Taste of Little Italy

Michael–Angelo’s

Canada

Michael-Angelo’s was an established independent grocery retailer looking to expand their target customer base with a next generation store concept. Building on a central organizing idea that positions the brand as a food authority – Watt designed a retail experience that included exterior and interior architecture, in-store graphics, custom merchandising fixtures and private-label packaging.

The overarching aesthetic looked to capture a sense of nostalgia. Desaturated portraits combined with historical imagery, etching-style illustrations and moody food photography were coupled with 3-D lettering and signage to create a rich and textured environment.
Perimeter department bulkheads were merchandised with custom designed packaging, and clad with vintage cutting boards, rolling pins and mismatched dinnerware – all stacked to the ceiling to create a sense of authenticity and abundance. The effect was an experience that evoked the vibrancy of a New York deli paired with all the charm of an Italian farmer’s market.

The design was honoured with an Award of Merit by the Association of Registered Interior Designers of Ontario.