Wawa Takes on Florida with New Prototype
Convenience store operator Wawa is expanding through Florida with a fresh, new prototype whose palette, materials and textures complement the look and feel of the Sunshine state. The use of warm colors and abundant natural light enhance the store’s inviting, upmarket vibe.
The prototype reflects the language and style associated with Floridian architecture. Exterior elements include pastel colors, clapboard siding, pitched roofs and front porches that reference historic south and central Florida building types.
At the same time, travelers from the East and the Mid-Atlantic will recognize the Pennsylvania-based Wawa’s signature Canada Goose logo and “winged” gas canopy.
“While the design is uniquely Floridian, every other visual reference is recognizably Wawa,” said Joseph Bona, retail division president, CBX, which designed the prototype (with the help of Orlando, Fla.-based Cuhaci & Peterson).
The prototype has an open, uncluttered look, made all the more so by high ceilings and streamlined modular fixtures and shelving. The materials, which include natural stone, several types of tile and maple laminates were chosen to add to the store’s warm and welcoming aura, Bona said, and complement the Florida look.
Expansive windows provide a clear view to the interior, where fresh food takes center stage. A red-tiled wall placed front and center highlights a center island kitchen area where fresh rolls are baked off daily. The area serves as a focal point and incorporates a full-service specialty beverage section. Customers can order drinks and sandwiches exactly to their liking using Wawa’s touchscreen system. A series of screens are positioned at the area’s counters.
Adjacent to the counter area are the coffee and fountain beverage departments, which feature a warm taupe tile wall as a backdrop.
“Red drum shades that are used over the coffee area and at the beverage coolers help create a sense of place,” Bona said.
Digital signage calls attention to the food and beverage offerings in a fun way while allowing for better time of day communications of various items.
Based in Wawa, Pa., Wawa operates more than 600 stores in Pennsylvania, New Jersey, Delaware, Maryland and Virginia. To date, the company has rolled out 25 stores in Florida, all featuring the new design.