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Some retailers adjust the interior décor of the c-store to reflect the surrounding community,as seen in the Shell station Fiedler designed in Moorpark,Calif. The station is located near a local community college, and the retailer incorporated a collegiate theme into the sales area. area that included custom-made wallpaper that has all of the major college pennants.” Additionally, older stores tend to have cheap, off-the-shelf fixtures, usually consisting of beige metal gondolas with pegboard backs and a service counter made from melamine (that has almost always seen better days). “These unappealing fix- tures and materials along with insufficient lighting, little or no way-finding signs, dull linoleum floor- ing, and dirty outdoor bathrooms are not con- ducive to repeat customers,”Weltman said. Bold, primary colors and a clean, crisp white are most appealing colors to the majority of retailers, as well as consumers. “Also, if there is a designated cof- fee shop or coffee service area within the c-store, that area may be delineated with warmer, more neutral tones, reminiscent of the Starbucks model,”Weltman said. “These color schemes along with LED, compact fluorescent and metal halide light fixtures, and upgraded tile flooring go a long way in ensuring the retail environment of the space is more appealing and inviting, and will keep customers coming back.” WHAT’S OLD IS NEW AGAIN There are some great examples out there of c-stores that are integrating new layout design elements. For example, Weltman said the newer AM/PM stores have service counters that are located in the center, left, or back of the store, as opposed to being imme- diately on the right. This encourages customers to make their way around the store, which often leads to more purchases. 20 JANUARY/FEBRUARY 2011 One common misperception about c-stores is that they are utilitarian—but just because the retail space is a gas station or c-store doesn’t mean it can’t or shouldn’t look good. Custom fixtures and an aesthetically pleasing space can really go along way in separating your business from the next. “We are seeing the trend towards combining tex- ture and materials into an overall color palette to create atmosphere and interest,” Bona said. “Specifically, we’re seeing greater use of stone, wood and metal in very contemporary ways versus using big bold colors and graphic elements to define spaces. The use of natural materials helps to create warmer and more approachable environ- ments that help define and project a greater sense of place that results in a more enjoyable and mem- orable experience.” A great example of store design and layout trends is apparent in the growing prevalence of green elements found in today’s c-store environ- ments. C-stores are revamping their public image across the board by focusing on cleaner and more environmentally conscious fuel at the pump, as well as the materials used inside their stores that also reflect this new, accountable corporate culture. For example, LED lights are one of the biggest ways to go green. Retailers can incorporate these lights into their design and not only go green, but also reduce energy and maintenance costs for their business.Use of recycled, reused, or reclaimed mate- rials such as reclaimed wood floorboards and ceramic tiles, recycled glass countertops, non- NPN Magazine www.npnweb.com