Hamilton-Brown InsightsProject: The Design Museum 'Creativity is Essential' pop-up supermarket

Imagery source:

Design Museum:
Supermarket Interior, exterior, toilet roll and coffee products.
(Copyright © The Design Museum, 2021)
(Copyright © Bombay Sapphire, 2021)  

Store interior via twitter
Store exterior via twitter
Toilet Roll via Design Museum
Coffee via Design Museum

Written by:
Ben Gallagher – Creative Lead

Recently I found myself captivated by an article via The Guardian on how The Design Museum has repurposed its shop like a supermarket led by creativity. As part of a collaboration between themselves and Bombay Sapphire, the project is raising money for the museum’s ‘new emerging artist and designer fund’ which enables new artists and designers to have free access to the museum’s exhibitions events, and talks.

As you might imagine any cause that better facilitates creativity gets a thumbs up from me, but I also thought “this is just a superb use of the space” albeit for 5 days only, nevertheless, it comes at a time when it would otherwise be closed and unused. Moreover, rather than simply changing the contents of the shop to simply house food, drink, and other essential items that could be bought in any other supermarket and call it a day, they have completely changed the interior by enlisting the services of Camille Walala and turn an otherwise arduous and on some level, bland experience into something different.

Let’s face it, generally speaking, supermarkets are not exciting to look at, be in, or discuss publicly.

Inspired by the supermarkets of the 80s, she has reskinned the space in a trademark style of bold geometric patterns and striking colors to make the experience of shopping here a unique one. What makes it better is its universal message of how important creativity is – baking, for example, is a creative outlet, why should the packaging of ingredients, therefore, be presented in a ‘no frills’ container? Both design and art should evoke a feeling and make the experience of life better.

By far and away the best aspect of the endeavor is using emerging young artists to create the packaging for the stock in the shop. COVID times have meant that for everyone across the country, visiting galleries and museums and therefore seeing art and design in those spaces has been off the table. The solution here, in essence, is going shopping and coming home with some packaging that contains a necessity and potentially puts a smile on your face through creativity. Tremendous!

Why not spice up bathroom trips with toilet roll by Michaela Yearwood-Dan for 50p? Or give Uncle Ben a break and buy rice that comes in a box by Joey Yu, for £2?

Adding to that, having the bonus aspect of a possible reduction in waste due to what might go in the bin, like say… A box with Tony The Tiger on it, or worse a box that says Bran Flakes in a nasty ‘quirky’ typeface, can instead be kept and admired. Brilliant.

If you’re interested you can purchase products from the website, or at the very least if they’re temporarily unavailable, put yourself on a list to purchase them when they are (as I have with their coffee) here. It goes toward bettering the creative world after all.

Above:

Toilet Roll – Label artwork by Michaela Yearwood-Dan

Cuidado Blend Freshly Roasted Coffee – Label artwork by Holly Warburton

Imagery source:

Design Museum:
Supermarket Interior, exterior, toilet roll and coffee products.
(Copyright © The Design Museum, 2021)
(Copyright © Bombay Sapphire, 2021)  

Store interior via twitter
Store exterior via twitter
Toilet Roll via Design Museum
Coffee via Design Museum

Let's make something wonderful