A new 7-Eleven for modern city life
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Reitan Convenience7-eleven


Convenience Store Concept

Skills & services

Instore communicationInsight & strategyConcept developmentArchitecture & interior designRetail design & planningIndustrial designConstruction & production3D visualsAssortment strategies

For Reitan Convenience in Sweden & Norway, we have created a new convenience format for 7-Eleven. 
In this project the overarching perspective is to accommodate customer behavior and expectations of a convenience store focusing on healthy fast food.
Our approach involved everything from product line development, new display solutions, and visual merchandising through space planning and an updated strategy of communication surfaces to in-store customer flows and self-check-out.

The store is organized with a new visually appealing food line in the center of the customer experience as multiple different seating possibilities for those who wish to eat or drink right away. Perspectives looking both inwards and outwards have formed an important foundation for the design of the stores and reinforced the notion of being present in an urban space.

The in-store communication focuses on elevating 7-Elevens’ food offerings throughout the day, highlighting deal communication as ”Pick and Mix Breakfast,” ”Meal Deals,” and, of course, ”Fika Combos” (coffee and baked goods).

With the boundaries between work and leisure time being erased, our shopping patterns are also changing, which a modern convenience concept must address. 7-Eleven is thus neither a cafe nor a restaurant. Nor is it a kiosk. 7-Eleven is a hybrid between a kiosk, a small neighborhood store, and a food court. A hybrid that reflects modern city life.