Contemporary. Open and airy. Bold, yet natural in scope. When Chamberlin’s was looking to reposition the look of its regional chain of healthy specialty grocery stores, it turned to the team at ArchitecturePlus International, api(+).

The transformation, when completed, would serve as a big step in showcasing the brand’s latest 10,000-square-foot, ground-up location in CASTO Southeast’s Center Point at Waterside retail development in Lakewood Ranch, Florida.

api(+) partnered with CASTO Southeast and Chamberlin’s owner, Healthy Edge Retail Group, to create an inviting and elevated shopping environment aimed to appeal to a discerning clientele. The new design embodies the brand’s ethos with a contemporary, open, and airy space, enhanced by natural wood finishes, bold graphic statements and nature-inspired elements that create a welcoming atmosphere.

Strategically placed multi-directional lighting and carefully designed seating areas further enhance the uplifting ambiance, making the shopping experience more engaging and memorable. The comprehensive redesign reflects api(+)’s expertise across a wide range of services, including store planning, prototype design, interior design, architecture, graphics and branding. api(+) is also designer and architect of record for CASTO Southeast’s brand new Center Point at Waterside retail development, which the store is located within.

We sat down with VP & Director of Design Tom Henken to get his thoughts on the firm’s approach to today’s retail landscape.

Give us a snapshot of Chamberlin’s brand?

Natural, wholesome, and trustworthy since 1935, Chamberlin’s has been recognized as one of the most innovative retailers of natural foods in the U.S., with a dedication to providing thoughtfully selected, responsibly sourced food and products. Chamberlin’s is Central Florida’s trusted resource for all-natural vitamins and groceries, organic and local produce, cruelty-free cosmetics, and organic pet food and baby care.

What type of consumers is Chamberlin’s targeting?

Health minded, vitality-seeking people of all ages and in all stages of health. This location targets residents of Lakewood Ranch, in Southwest Florida. It is the country’s No. 1 best-selling multi-generational community for more than six consecutive years.

How does the design cater to what today’s consumers are looking for?

The design supports the product quality and freshness by integrating natural materials and finishes, an emphasized connection to the outdoors with plenty of natural light. The Chamberlin’s core customer lifestyle is reflected in the atmosphere that embodies health and wellness with a light, vibrant and energetic look and feel.

Walk us through how and why the store is designed the way it is?

The architecture begins the experience with a corner entry that seems to reach out to customers in an inviting and open way. This entry is flanked by a tall glass storefront that blurs the line between outside and inside creating a friendly open and inviting appeal to customers.

To one side is an outdoor dining area that announces the significant array of prepared foods that await customers entering the store. Once inside the entire store is visible and easy to navigate through the use of ceiling heights and changes denoting destinations within the shopping pattern. Graphic communications around the perimeter draw attention to the variety of food offerings as well as deliver the Chamberlin’s brand differentiating tenets.

The lighting includes a percentage of uplight which is combined with a brightened perimeter to create an open airy and healthy aura to the shopping experience. A horizontal wood lattice surrounds the store emulating the crates of fresh products that surround the customer. This doubles as a flexible sign mount allowing the Chamberlin’s staff to move products and associated signage around the store either seasonally or as new product categories develop in the future.

Luxury vinyl wood floors throughout are punctuated with darker areas to feature stand apart departments. This technique is combined with a dropped graphic ceiling to define a shop within the store. Health inspired patterns and textures combined with a primarily earth toned color pallet to embody the customer lifestyle and enhance the shopping experience.

What are some of the trends you saw that inspired the shop?

We have been developing some trends over the years that are evident here. The exposed ceiling structure with floating graphic ceilings is becoming part of our design signature. The large-scale macro patterned wall covering coupled with layers of three-dimensional elements and signage has become a strong part of our repertoire.

We have always used lighting for creating atmosphere, providing scale positioning and product enhancement which are all present in the Chamberlin’s project.

What do you want customers to walk away with?

A basket full of healthy products and a smile on their face knowing they had an enjoyable and educational experience finding the items they were looking for as well as discovering new and interesting products they were unaware existed.

In today’s complicated landscape, what type of opportunities do you see moving ahead?

Smaller format curated lifestyle assortment stores are more convenient and easier to shop. By tailoring the merchandise mix to a shopper’s lifestyle, the retailer becomes the expert which provides an opportunity to become a valuable asset in the guests mind resulting in brand loyalty.

Talk about sustainability. What are you doing?

We incorporate the principles of sustainability into all our projects. We are using materials sourced locally whenever possible, we specify low V.O.C. paints and adhesives throughout the project and our signature design aesthetic that uses the base architectural structure and equipment as the finished space minimizes the extent of construction.

Are you optimistic about what you are seeing out there?

I have been in the retail design business for 40 years and the only thing constant is change. I love that retail is constantly being reinvented and the unique and interesting challenges to our profession that come with that opportunity.

I think we are past the belief that bricks and mortar retail is dead. It has become about the experience and the exposure to new things as well as the human connection that COVID proved was so important. I am very optimistic.

What trends are you seeing in the grocery area?

Format trends have been an interesting trend during the last decade. We are working on grocery concepts that range in size from 18,000 square feet to 120,000 square feet. They range from local and regional retailers to national and international retailers.

With that said, brand consolidation has reduced competition and taken a toll on customer price and selection options in the marketplace.

What’s the secret to creating a “must visit” store in today’s competitive landscape?

The secrets in creating a must visit store lie in focusing on the customer experience and providing surprise and delight at every turn of the shopping occasion.

In addition, it is very important to provide thoughtful merchandising that tells a story and helps customers explore fresh new ideas all under the umbrella of providing value to the customer at any price level. The atmosphere should support and elevate this experience through lighting, texture, finishes, architecture and unique appropriate display fixtures.

Tell us what makes the Chamberlin’s brand so unique?

Chamberlin’s unique brand stems from the simple and effectively curated approach to the product assortment, as well as the simple and unified environment that makes the store enjoyable and easy to shop.

Story by Michael J. Pallerino, Editor of Commercial Construction & Renovation magazine. Over the past 30-plus years, he has won numerous awards, including the “Jesse H. Neal Editorial Achievement Award,” recognized as the Pulitzer Prize for business-to-business magazines. He can be reached at mikep@ccr-mag.com.

One-on-One with api(+)’s Tom Henken

Describe a typical day.

I usually wake with an idea or solution to a project I have been working on. I program my dreams before drifting off to sleep by going over all the projects in the office and visualizing the issues. With practice it has become surprisingly useful.

After a double espresso and a long walk with the dogs I’m fully charged when I reach the office and usually excited to share the solutions with the teams. I do drive-by reviews with those who may need my direction on a project.

I always have a game plan that I wish to accomplish by the end of the day but I leave flexibility in my schedule to allow for interruptions. I must admit that the interruptions can sometimes fill the day. I feel best when I go home feeling that I accomplished my goals for that day.

What’s the biggest item on your to-do list right now?

We are developing a new branded waterfront restaurant concept for a pair of local celebrity chef/restaurateurs that is as full of challenges as you might expect. It has been occupying my every thought for the past few weeks as well as my dreams.

What’s the best thing a customer ever said to you?

I hear “great presentation, great design” often from our clients yet a customer visiting a new store we designed told me that “this store really gets me; it knows how busy I am and places everything I need frequently in the most convenient place. I love it.” That customer thanked me for being empathetic to her life situation. That really made my day.