Design of Goodwill Saburtalo Supermarket

Goodwill is one of the most visited supermarkets in Tbilisi – the capital of the Republic of Georgia. In 2020, Retail Design Pro developed the concept, layout and design project for a complete restyling of the hypermaket Goodwill Saburtalo.

“Goodwill” is the first supermarket chain in Georgia with hypermarkets. The chain includes three store formats: hypermarkets (2), supermarkets (5) and Goodwill Gourmet Format stores (2). All Goodwill stores provide a pleasant shopping environment with products displayed attractively and engaging visual merchandizing. All personnel are friendly and qualified. Goodwill supermarkets offer a wide selection of products – 30,000 items with constant quality control.  It is distinguished by a delicious selection of 250 ready meals produced onsite. These include delights of Georgian cuisine such as Khachapuri, Khinkali, Badrijani Nigvzit, Lobio and many many others. Goodwill offers 70 types of meats and 40 types of seafood and fish.  In the Seafood department, customers can have their fresh fish cleaned for free or even fried on request. Goodwill offers 250 bakery and confectionery items produced onsite. The supermarket has a large department of culinary, pastries, semi-finished and ready-made products and Georgian dishes. Inside the supermarket there is a café where you can drink aromatic coffee and have a snack. “Goodwill” is one of the largest importers of food and non-food products from Germany, Holland, Italy, France, Bulgaria and Ukraine. It has more than 300 corporate clients. Also, Goodwill supermarkets offer the highest quality catering and celebration services.

Our lead consultants, Kira and Ruben Kanayan optimized supermarket Goodwill assortment management and created a new well thought out store layout that improved customer circulation around the store.

Head designer Armen Kanayan and his team developed new concept of supermarket interior branding and design. Inside the store we strived to create worm welcoming atmosphere that reflects hospitable traditions, rich culture and delicious cosine of Georgians. Hypermarket leaves bright and cheerful impression, because lighting designed to work on three levels: overall illumination hanged close to the ceiling shiny and noticeable, visually elevates the store space. Accent lighting emphasizes the products on the shelves, and decorative lighting helps to convey cozy comfy filling. Height of the supermarket ceilings allowed us to create interesting visual landmarks that facilitate easy orientation all around the store. Walls on the store perimeter are decorated with murals which custom tailed to the products displayed in the area what helps navigation and orientation of customers. Each supermarket area is designed to create matching theme to the products displayed, it helps to set customer perception corresponding and emotional. Interior designed with mostly natural materials like wood, stone, bricks ceramics, because in this setting food looks more delicious and natural.

Designers worked in close coordination with the management company, jointly ensuring the quality of the implementation of the project.