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Brief Published: 15 Jul 2011

Morrisons’ M Local Stores


British supermarket chain Morrisons has launched a new store format, M Local, which aims to provide a new take on supermarket shopping somewhere between a local market and a convenience store.

The first store opened in Ilkley, Northern England, last week (July 8), and has been designed by retail design and branding specialists Fitch. Its mission, it seems, is to outshine the tired, clinical perception of traditional supermarkets by promising constantly replenished stocks of fresh groceries throughout the day, and more a localised ambience.

Designed with a food market in mind, the store’s interiors feature tiled surfaces, exposed architectural features and natural materials. While still upholding Morrisons’ key brand identifiers – such as its well-known green and yellow colour palette – the M Local store has shifted its focus elsewhere to harness a considerably more handcrafted aesthetic.