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


Convenience Store Concept


  • One location (roll-out from 2021 in Sweden and the Nordics)

Skills & services

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

For Reitan Convenience, we have created a new convenience format for 7-Eleven. In this project we have adopted an integrated, overarching perspective involving everything from product line development, new display solutions, management of the presentation of goods, updated manners of communication, in-store customer flows and self-check-out. All in order to accommodate customer behavior and expectations of friction-free payment.

In step with the boundaries between work and leisure time being erased, our shopping patterns are also being changed, which a modern convenience concept necessarily must address. 7-Eleven is thus neither a cafe nor a restaurant. But nor is it a kiosk. 7-Eleven is a hybrid between a kiosk, small neighborhood store and a food court. A hybrid that reflects modern city life.
The store is clearly organized with self-check-out stations for customers on the go as well 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 reinforce the notion of being present in an urban space.
The customers will encounter a completely new soft atmosphere in colors featuring rust-brown and warm gray, allowing greater visual space for the products themselves. 7-Eleven’s identity is also given a clearer foundation and space is also made for a store’s own local expression.