INGKA’S CIRCUIT: A CONCEPT THAT EMBODIES THE FUTURE OF RETAIL

When we design a new retail concept, we often ask ourselves how we can attract customers in a shop dedicated to an offer or a product. On this project, the approach was radically different and resulted in Circuit, that won the prestigious Mapic Awards 2023 for the best new retail concept of the year*.

In 2021, at the heart of the pandemic, Ingka Centres ** approached our Agency to help them to define a radical new retail concept centered around the value of Circularity.

Our intuition was immediately that, to help change the world, we had to start by building a community of people turned to the future: a community of contributors and helpers, a community of entrepreneurs and makers. So we changed the prism of our vision, thinking of people not as target, but as the driving force behind a concept that would empower them. This approach infused all of work from the overall concept & offer to the design identity, from the layout principles to the business model.

This 360° retail strategy resulted in the design of a pioneering and standard-setting place, for and with the local communities, entirely dedicated to the circular economy: Circuit.

And in 2022, on 8784 sqft, the first concept was opened in Birsta City, Sweden. This way for the visit. ??

A WELCOMING HUB FOR LOCAL COMMUNITY

The heart of the Circuit’s concept is a welcoming hub designed to respond to common interests of local communities. Capitalizing on Ingka’s deep knowledge of their visitors needs all around the world, the agency defined what was at the core of the concept.

"When starting from the needs of a community, we can imagine a concept store that will best adapt and evolve to each population, uses and times". Lorraine Dieulot , Real Estate & Lifestyle Director Saguez & Partners.

Ingka’s Circuit vision is to be the referent place that make circular economy solutions accessible for local visitors. The welcoming hub is therefore a base for providing information and easy access to a range of common circular economy services. The result is a place for human interactions, learning and exchange where you can find several programs such as:

• A lounge area to relax, share your ideas and find local information about circular initiatives.
• A zero-waste and zero-loss policy café-kiosk to gather around a smoothie.
• A repair studio with local partners that allows you to extend the life of everyday objects.

A WELCOMING PLATFORM FOR LOCAL ENTREPRENEURS

Circuit helps empower circular choices as an easy and accessible everyday activity with an ever-evolving program, offers and activities. How? By providing a welcoming platform to highlight local entrepreneurs. Indeed, by being located in one of Ingka centers assets, local partners gain instant access to high-visibility commercial space for moderate rents…

Each Circuit will be unique and curated according to its locality based both on the locals expectations of the customers and by the know-how of neighbor entrepreneurs. The main strength of the concept lies in its adaptability in content. It’s a mobile concept that can be located in a diversity of markets by responding to cultural uses and local dynamics.

For example, in Birsta city, you can find modules operated by local circular retailers with different offers such as :

• Fashion vintage offer for a contemporary twist on the traditional "flea market".
• Secondhand stalls that you can rent to display your products like a physical Vinted.
• A "swopping place" where you can exchange product for tokens or for another product/item like plants or books.

Putting the spotlight on entrepreneurs who want to change the way we consume is one of Circuit's distinctive features. It's not just a commercial place, it's a place that impulses new ways of consuming to break the cycle of endless consumption.

A FLEXIBLE CONCEPT AND SUSTAINABLE DESIGN

When designing an adaptable concept for a worldwide deployment, the challenge is to strike a good balance between a strong design with identifiable codes and a flexible layout. We succeeded by determining the three main characteristics of the concept.

First, we encourage as much as possible reused materials that can be modular, easily accessible and at low cost. For this reason, the main material of the structure is metal scaffolding from construction sites. An ultra-adaptable material because of its flexibility and reversibility. It can also easily be customized thanks to its neutral color. To divide and organize the spaces, circular and local materials are used such as reused cardboard of old packagings, recycled plastic…

Then, we chose an iconic color palette that would maximize the visibility and differentiation of the concept within the shopping center and allow the different modules to be grouped and identified. We went away of the evident green, and selected a warm and striking color with this deeps rose orange.

"The challenge was to create a chameleon and polymorphic place with room to evolve and adapt but not anonymous". Boris Gentine , Managing & Creative Director, Saguez & Partners.

Finally, the purpose of Circuit being to helping communities make better choices and care for the planet, we set a strong and encouraging tone of voice. By "talking like a coach", Circuit advises, transmits and brings communities together around common and committed values for more responsible consumption.

We are very proud to have been chosen by Ingka Centres to be their partner in this close collaboration to create the concept. And we enjoy seeing it being deployed in Sweden and all over the world.

Do you want to react ? Exchange ? Share it with us !

Contact : Lorraine Dieulot , Real Estate & Lifestyle Director,

[email protected]

* which also includes IKEA Retail and Ingka Investments.

**after the Innovative Concept of the Year at NCSC Sweden Awards 2023 and Sustainability Initiative of the Year at Svensk Handels Retail Awards 2023.