The PetrolPlaza audio version is presented to you by UNITI expo, the leading retail petroleum and car wash trade fair in Europe.

USA: Bona Design Lab creates prototype design for Shell Select

New design introduces Shell Select global brand with a local twist in Louisville.



Last update:

Bona Design Lab, a global retail design and consulting firm based in New York City, has created the design for the new U.S. concept for the branded Shell Select convenience store, which opened on September 5.

According to veteran store designer and retail consultant Joseph Bona, his team was tasked with helping Shell demonstrate its commitment to supporting its wholesale network in the United States through a strong, competitive convenience retail format. 

“Our mandate was to take the Shell Select global brand and adapt it to the U.S. market while creating a design that communicates the wholesaler’s local roots in Louisville,” Bona explained.

The U.S. prototype was created for the site of a former Thornton’s fuel and convenience store location that was acquired by Estepp Energy.

“We wanted to make sure that the architecture, including the outdoor seating, signals to people that this is a destination for food and beverage, with more than just the traditional convenience store categories,” Bona elaborated.

Natural dark materials and warm wood tones work with LED lighting to create visual interest with highlights and contrasts within an overall ambience that is warm and inviting.

Related contents

Discuss