Assignment 5: David

This is a relatively new Wal-Mart Supercenter big-box store (opened in 2008, I think) that is located on Memorial Drive and South Columbia Drive on the edge of the Avondale Estates Historic District. I heard tell that Wal-Mart faced opposition from the community when planning this store, so I attribute the atypical façade on Wal-Mart’s attempt to diffuse the hostility. It is markedly different from the two-tone blue and grey supercenters of the late 90s and early 2000s. Maybe this is their latest look. The exterior exemplifies the contemporary earth-tone color scheme we have touched on in class discussion. The color scheme looks as if the designers reached into a Starbucks, pulled out its insides, and formed them into what we have here. Particularly interesting is the broken rhythm of the façade that clearly references the pattern of a typical row of main street buildings. Notice the awnings, the large rectangle recesses that give the impression of windows, the protruding facades within the façade touched off by a slightly larger cornice – clearly this is not a big box store. This is main street, yall! Let’s go inside and take a look.

Immediately, we are hit with a totally different color-scheme: primary colors and fluorescent light dominate the interior. There is not a patch of darkness in this store, save, perhaps, its soul. At the entrance, just beyond the elderly “greeter,” is the largest open space the shopper encounters. This gives one a sense of the vastness of the space they have just entered. From here, merchandise and fluorescent lights spread out into infinity. The food is displayed on “gondolas” and green signs hang at then ends of the aisles informing the shopper of their contents. Leibs’ analogy of the supermarket as a strip, or highway system, works well for Wal-Mart as it has a complex interconnected aisle network.

Large blue signs hang above different zones of the store denoting the location of specific merchandise. In addition signs communicating the location of merchandise, Wal-Mart also uses pictures of people using the products as well. These photos show people enjoying the products, and impart the message that, if you buy this product, you’ll enjoy it too, and look generic while doing it, and, oh, you might not be able to read English.

If Wal-Mart has done anything, it has proven Michael Cullen’s idea that people will come to save a few bucks. Wal-Mart’s slogan of “Everyday, Low Price” stands proudly atop merchandise advertising prices that astonish people who regularly shop at Kroger, Publix, Target, or Whole Paycheck. I bought so much stuff that I totally blew my budget for the week, but my kitchen is busting with so much food! I might even gain a pound of two. Once the shopper has bought way more than they needed, they encounter the “tollbooth” checkout, which is wide and efficient. Finally, Wal-Mart sends you away with a fond farewell from their elderly “greeter.” I’m gonna go eat some Doritos now.