Winners 2021/ Bronze

Project: Oxfam Superstore

Client: Oxfam

Design: One Fine Day Design

In a tough launch-year disrupted by the coronavirus pandemic, Oxfam’s first ever superstore raised vital funds for the charity by attracting visitors and convincing them to spend more.

To generate income and connect with the next generation of shoppers, donors and volunteers, Oxfam collaborated with One Fine Day Design to create a supersized store format.

The new store delivers a rewarding and convenient experience for today’s belief-driven consumer. From a marketplace which emulates traders’ areas in refugee camps, to a café housed in a water tower, the retail experience uses positive cause-related messaging. It reminds at every touchpoint the difference visitors can make shopping, donating and volunteering and even at twelve times the size of a standard Oxfam store, it’s easier to shop and to manage.

The scalable store design delivers value beyond shopping with its meeting space, online hub and hassle-free ‘donation drive-through’ facilitating community engagement. Average transaction value is more than two and a half times that of benchmark stores and three times as many people have volunteered.

Aiming to be Oxfam’s best performing store by the end of its third year of trading, total sales reached two thirds of that forecast in the first year alone, despite only being open for nine months due to lockdowns.