Life Tastes Better When You Shop Here. At Cleveland's West Side Market, Every Purchase Comes with a Story You Can Share.
Reacquainting a city with its public market
On the occasion of its Centennial, the West Side Market found itself with saddled with myths and misperceptions. Today, we as consumers are conditioned to a certain type of retail experience. As consumers, we struggle to think independently about our purchases and find ourselves confused and uncomfortable in non-guided, unpersuasive and unpolished space like a public market. Many of us are also intimidated by the personal interactions required to determine what we need/want to purchase. At the end of the day though, a public market is the modern supermarket’s great grandfather. Like your great grandfather, this place knows a lot and has a lot of great stories to tell that are both rich and relevant to life today. Our task was to remind and reintroduce all of the wonderful offerings and benefits of shopping at this historic treasure.
When was the last time you asked someone to take a picture of you buying meat at the grocery store?
Do you ever lean over the conveyer belt and take a quick picture with your favorite cashier or ask a clerk to snap a photo of you with the gent behind the fish counter? Probably not. At the West Side Market, that type of thing happens every day. The fun and experience of the market, the personality of its vendors, the quality of its food and the generations of family connections make everything you buy there taste better. The Market’s value is not just about the food’s quality of the food, but also the way you feel when you shop there. If we could remind people of its utilitarian qualities and blend that with their memories and opportunities for new experiences, then we could expect they would do more than visit – they would buy.
Dressing the Market and the neighborhood for the Centennial
In order to deliver on the messaging of the experience, TWIST worked with Ohio City Inc. and Market leadership to dress this historic landmark in a fashion appropriate for its Centennial Celebration. We surveyed both interior and exterior opportunities seeking to make the Market both beacon and storyteller to the end of enticing sponsor dollars and patron visits.
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