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Front of the curve

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Spitalfields, on the borders of the Square Mile and London’s East End, is brimming with tech businesses, artists and creative types. So when natural food retailer As Nature Intended decided on the area for its fifth store opening it knew it had to come up with something a little bit different.

As Nature Intended’s MD Jeff Martin told Natural Products: “It’s a perfect demographic for us – forward thinking, well-informed people who are at the front of the curve when it comes to healthy lifestyle decisions. And because there are lots of exciting things happening in retailing in this part of London we knew we couldn’t simply open a ‘standard’ store.”

So, the Spitalfields store gets some very cool design features, like the striking wave theme  (we’ll call it ‘contemporary organic’) and the top-lit back wall, along with cutting edge green technology engineered into the fit out.

And while the retailer consciously didn’t set out to re-invent the wheel with its latest store, it does see it as an opportunity to trial new ideas – like the unique (we think) superfood hopper station.

Take a look here at our pictures of the new As Nature Intended Spitalfields store and watch out for the full review in next month’s Natural Products magazine.

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