Task 5 - Lefebvre

Morrisons – Merrion Centre.

Representations of Space – For the most part, the store employs a largely traditional “flow through” layout, with a “mid isle break:” which opens up the opportunity of exposing the customer to more promotional sections. The store has two entrance exits, attempting to maximise the flow of customers, presenting the customer with several possible routes through the store: the illusion that the customer is navigating their own route, and not simply flowing round, may give them the impression that they are in control of their shopping experience, and therefore, in power.

The back wall of the store is lined with butchers, bakers etc, resembling a market place, and emphasising the idea of tradition, and freshness: the customer can then apply this notion to the rest of the store. The checkouts are surrounded with confectionery, playing on the vulnerability of the customer, whilst he/she, is waiting in the queue: magazine isle is also situated close to the checkouts, generally, correctly predicting the customer’s route.

Practice - In having two entrance/exits, whilst it gives the illusion of a more fulfilling, a controlled shopping experience for the customer, it opens up many doors, precisely two, for potential shoplifters: for example, the alcohol section is situated very close to an exit.

The idea of the customer navigating their own route through the store, causes congestion, people bumping into each other etc, providing a sometimes claustrophobic experience. People see friends whilst shopping, and stop to chat in isles, transforming the store from a supermarket, into a social space.

Representational Space – The idea of a supermarket being a social space, rather than a shop, is one that will work in favour of the store: when browsing, a certain spot where they talked to a friend about a particular “happy” subject, may sway their decision when debating whether or not to buy a certain product.

Directly opposite Morrisons, is a row of cash machines: hiding the entrance to an unused Odeon Cinema. Older customers may make associations of enjoying films in the past at the cinema when they are drawing cash out, the happy memories possibly jeering them take more money out than they usually would: spending more in Morrisons, and the rest of the Merrion Centre.