Walking into a wine shop can be overwhelming for some customers, so for its newest store in the D.C. area, Urban Grape aimed to demystify wine selection and make the shopping process more accessible and enjoyable for everyone.
To pull this off, designer GrizForm Design Architects looked beyond aesthetics to integrate Urban Grape’s “progressive scale” system, a proprietary method of organizing wines by body rather than varietal or region. This merchandising strategy is complemented by the store’s sleek, minimalist design, making the space both visually appealing and functional, while still letting the wine take center stage. By removing distractions and focusing on clean lines and open spaces, GrizForm aimed for a design that would make the shopping experience less daunting and more engaging for both seasoned wine enthusiasts and newcomers alike.
Other design elements include an educational hub, centered on a central walnut tasting table, to foster a community of learning and appreciation; and an adjacent event area, equipped with a small bar and audio-visual capabilities that will serve as a versatile venue for wine events and educational sessions, enhancing the store’s role as a community hub.
The design of this new store will serve as a prototype for future Urban Grape locations, showcasing its scalability and adaptability while maintaining the brand’s commitment to a modern, engaging retail environment.
