A store today is not just a product, equipment, sign, navigation and repair. It is, first of all, about the brand, idea and experience. The Kazakh retail market is just starting to talk about the importance of creating an emotion in the store, this trend is not common there. So, somebody has to be the first to make a revolution in the industry prioritizing the customer experience and emotion.

Brand as Experience and Emotion in Retail

And the base for the development of this trend has already been set up - our team developed a design concept for the Magnum supermarket chain, in which we bet on emotional connection with customers and on creating a new shopping experience by means of innovative design. I believe that after this project the Kazakh retail will start changing. As it was in Ukraine after we launched new Silpo concept with designer supermarkets.

So, the brief was to create a design and in-store communication and to implement new brand book. The Magnum brand book is bright, juicy, cheerful, modern.

It mainly has positioning, rules of corporate identity, ATL communication but not store interior part at all. I find this good as in this case we have no limits and can look very wide. So, we were inspired by the brand itself, with its colors, brightness and tone of voice, and of course by the country itself and it’s culture.

The Idea is to create the “retail-tainment” Store and it’s features that will for sure distinguish Magnum from competitors and let it be “itself”:

Store Design: WOW Effect and Positive Emotions

The varied and dynamic design of the departments reveals the diversity of Magnum's tastes and offerings, and the bright rich colors create a WOW effect right from the entrance! The emotion of delight leads customer through the whole store.

Our approach in making all departments different is innovative and not common. It helps to catch the attention all time in every zone of the supermarket. In this case customer journey becomes not boring and full of good emotions.

Local Symbols and Cultural Heritage: Connecting with the Community

At the entrance to the Vegetables and Fruits department, you are greeted by a stylized apple tree. The apple tree is a symbol of Almaty, and at the same time the Aport apple is a symbol of the Aport Mall East shopping center (where the store is opened).

The integration of local symbols and cultural elements in the store design is called to create an emotional connection with customers.

In 2023, one of the important retail trends is a focus on the national, so we sought to use the symbols and images of the Kazakh people to be in unity with our guests. We put art panel to the café so that mall visitors can see it passing by. With the panel we solve 3 tasks:

• - impulse visit to the supermarket
• introducing a cultural heritage in a form of modern art, the panels combine national and modern motifs, which create a unique symbiosis of futurism.
• - supporting and promoting local artists

The painting has a whole world in it and has not yet left anyone indifferent. This is our big respect for the culture of Kazakhstan.

The story by the Artist Dauren Tasbulatov:

“The art panel in the cafe “Mythological Consciousness of Nomads” shows nomads and elements of sacred symbolism of household items. The main idea of the work is to convey the mystical and even planetary vision of the ancient nomads, to inspire the recollection of lost abilities and to turn to one’s roots and the heritage of ancestors. The work also contains ancient Turkic runic writing and many Easter eggs (secret message - ed.) related to the history of Kazakhstan and pop culture. These symbols are the glue that connects many stories and concepts”

Creativity that Wins

An expanded farm zone for fruits and vegetables, emphasizing the naturalness and environmental friendliness of local products. Now it is right to greet with this particular zone, since bright colors immediately raise up the mood.

Art objects, unusual design, bright and varied signs prove the boldness and creativity of the brand.

Modern design solutions - graphite equipment and walls, wooden textures, illuminated signs, stylish tile layout, accent lighting - emphasize that Magnum is always on trend.

Image and product brand Communication plays an important role inside the store. On one hand it helps to make the Customers feel the spirit of Magnum. On the other hand they help to sell more.

“You can never have too much milk,” says the inscription on the column, and you immediately want to smile, and a smile is what our guests will leave with and what they will definitely come back for again.

The children's goods Department design was devoted to the launch of the TOMPI private label. The photos of the posters show the children of the company's employees. This is a very emotional and vibrant campaign.

Design that Sells Itself

Particular attention was paid to the discount alley. This is already a smart zone that sells itself. There are no discount price tags on the shelf-ends or usual discount posters. The area attracts attention primarily due to its design and thus turns into a magnet for Customers.

About the Author

Yuliya Dzyuba is the founder of the retail design studio DZYUBA, with over 20 years of experience in marketing and the development of retail and FMCG brands. Since 2003, Yuliya has worked on projects for top brands like KENT, Braun, Motorola, Microsoft, and as a creative leader for Ukrainian retail giants Silpo and Comfy. Her passion lies in creating emotionally charged retail spaces – the LoveStore philosophy that she applies in all her projects. Her work is more than design – it’s about creating emotional experiences that turn customers into loyal brand enthusiasts.

You can learn more about Yuliya on her LinkedIn profile.