THE RESTYLING OF GARDEN FREDIANI

Garden Frediani: An exciting journey into the heart of the transformation by Organizzazione Orlandelli

Welcome to the enchanting world of Garden Frediani in Altopascio (Tuscany, Italy) ! Are you ready for an exciting journey inside a completely renovated Garden Center? Today, we present an extraordinary article written by Elena Tibiletti for the magazine Agricommercio & Garden Retail, where she shares her impressions of her visit to Garden Frediani after its revolutionary restyling, curated by us at Organizzazione Orlandelli. During her visit, the journalist discovered the surprising differences and strengths of this renovation project. Through the words of Massimo Frediani and his sons, Paola and Mattia, she gained detailed insights into the project's execution, capturing the unique atmosphere and captivating hospitality that define the new look of Garden Frediani. We are delighted to republish this article on our website, as it represents tangible recognition of the work we have done. Are you ready to immerse yourself in this extraordinary story of transformation? Get ready to discover how Garden Frediani has changed, through the words of Elena Tibiletti!

Witness the incredible transformation of Garden Frediani in Altopascio, made possible by Orlandelli's renovation project.

The renovation project of Garden Frediani in Altopascio (Tuscany, Italy), carried out by Orlandelli, aims to modernize the store, making it more inviting and appealing.

Even garden centers need to renew themselves. It happens when a store has been open for several decades and its spaces and displays are no longer suitable for the new sales trends. But it also occurs in relatively new garden centers that now feel the need to create new spaces to meet new demands. Organizzazione Orlandelli is one of the companies specialized in meeting the needs of garden centers, from equipment to design. They are capable of designing a new establishment or renovating an existing one, taking into consideration marketing strategies. They can provide the complete design study and deliver the finished structure to the customer, turnkey. This is the case described in this article.

THE GOALS TO ACHIEVE

Garden Frediani of Altopascio (Tuscany, Italy), needed to modernize its store, and to give it a current and captivating look. To meet this need, the store was completely redesigned, starting the renewal process starting with a redesign of the rooms and the sales display space, redesigning the customer's purchasing paths and the sales display layout.

NEEDS AND SOLUTIONS

Before the restyling the spaces were overcrowded and poorly distributed. The stands for the display were decidedly dated, unattractive and even less functional

The Garden Frediani (600 m² covered and 120 uncovered) needed to put a large number of plants on display for sale, from small flowering plants to tall green plants. For this reason, the old display stands were removed by introducing tables and concept sets of aluminum displays. Thanks to the measurements of the various selected display supports, it was possible to maximize the sales display space and take advantage of the different heights of the display supports to bring out the various types of plants on sales, as well as to facilitate the customer in pick up from the display the plant from he intends to buy. The best focus on the plants to buy and the naturalness of the purchase gesture help to promote the customer's shopping experience by encouraging an increase in sales.

Maximizing space: the new tables optimally display all plants and flowers

New display stands, which make full use of the spaces by showing all the plants and flowers for sale.

WRAPPING STATION

Next to the cash register is the composition desk, which has drawers and doors on the back for decoration materials.

Another need highlighted by Garden Frediani was the lack of an equipped area dedicated to packaging. For this reason, great attention was paid to the development of the area intended for wrapping and the checkout near a new space for displaying compositions and objects. The area has been equipped with tables specifically designed for the packaging of plants and flowers, configured according to customer needs and in line with the furnishings of the store. Under the resistant porcelain stoneware top of these wrapping desks, drawers have been inserted to house reels of ready-to-use tapes, a compartment for waste bins and a large storage compartment with double doors. The configuration of the packaging tables, together with the synergies created with the wood shelving for wrapping with movable shelves placed behind the desks makes it possible to considerably facilitate the packing work carried out by the Garden Frediani staff, and not only.

The feedback received from customers of the store has been positive regarding the new equipped area because it allows you to keep the area tidier, improving the impact vision and helping the customer himself to have a clear view of the packaging material they will choose with the staff in charge. The wrapping station overlooks the new area dedicated to compositions and to the objects, developed with the help of wood and porcelain stoneware display tables, in line with the style of the wrapping area.

The positioning of the cash desk near the packaging desks and the compositions/decorative department is strategic because it concludes the purchase process by suggesting to the customer to have the purchased plants wrapped and to place objects and compositions alongside them that can be observed during the packaging of the own plants or waiting to make the payment.

SHOPPING EXPERIENCE

In front of the checkout, tables with décor complements and ready-made compositions have been positioned, in favor of impulse purchases.

During the design of the customer journeys, in addition to defining purchase paths capable of facilitating the exploration of the point of sale, we concentrated on the functional level in designing paths that can be faced by customers using shopping carts, not envisaged in the pre-renovation store layout. The use of specific shopping trolleys for plants, flowers and related items has repeatedly highlighted how they are able to facilitate the purchase by customers by increasing the number of items purchased and improving the shopping experience thanks to simplicity of use. A quick image that can make this concept immediately understood is to think of the customer who is forced to go back and forth to collect plants and bags of soil, with the risk that he desists from the purchase, and compare him with a customer who walks around with a trolley specially designed to host the largest number of plants, flowers or complementary products in the sector. When renovating environments, to provide a modern and tidy appearance in line with the new layout, we finally proceeded with the paving of some areas, thus also facilitating exploration by the customer thanks to the regular surface.

[The texts shown are taken from Agricommercio & Garden Retail]

A Vision from Past to Present

Here you can relive the extraordinary evolution of the Garden Frediani through a series of images documenting its transformation. Explore the photo galleries to find out what the store was like before the renovation project, immerse yourself in the details of the transformation process passing through the floor plans and renderings and finally admire the final result, i.e. how the Garden Frediani looks today, after completion of the project.

• Before: Pictures of the Garden Center before the restyling

Relive the history of the Garden Center through a collection of photos showing how it was originally, before any changes.

• Project: Render and Concept

Explore the digital images and renders made during the design phase to understand the creative approach and ideas that inspired the store renovation.

• After: The new look of the Garden Center

The images in this gallery will show you the shop in its new guise, highlighting the improved aspects and distinctive features that make it a welcoming and modern place.
We hope these photo galleries offer you a comprehensive overview of the transformation of Garden Frediani, enabling you to appreciate the effort and dedication we have put into creating a unique and rewarding environment.