TURETT COLLABORATIVE ARCHITECTS

Chef Central, Paramus, NJ

Project Description

Client: Chef Central
Project category: Retail (prototype)
Location: Route 17
Paramus, New Jersey
Size: 15,000 sq. ft
Status: Completed February 2000


As the name makes clear, the concept behind Chef Central is to offer today's busy cook one-stop shopping for kitchen accessories. The challenge was how to transform the 15,000 sq. ft. superstore space with thousands of items on the shelves into a retail experience that feels comfortable rather than over-whelming.

Chef Central approached TCA in November of 1999 to develop a prototype design to function as the basis for future stores. Using a modular design, the TCA concept utilizes individual components that can be positioned in different combinations and still maintain the Chef Central identity. The design and materials utilized in each component reflect the contemporary Chef Central style and reinforce the brand wherever they are positioned within the superstore.

At the core of the TCA concept is a central alley, or 'main-street' structure. It is here that the store's activities are focused. At the end of the alley, a demonstration kitchen builds excitement and traffic. Food display areas present shoppers a chance to discover what's new. Point-of-sale counters greet customers upon entering and highlight special promotions.

As shoppers head to the areas around the store's perimeter the atmosphere is one of small boutiques, each with a specific focus. Lighting is softer than in the busy, central alley. Finely detailed wood cabinets elegantly showcase selections yet custom colored metal shelves still hold the quantity of merchandise required for a big store. Fixturing in the boutique area was also developed to allow reconfiguration, based on seasonal requirements, and the evolving needs at the store.

TCA utilized modern kitchen materials such as terrazzo, stone and stainless steel throughout. The design also includes a creative use of raw materials such as colored epoxy floors, industrial channels, cement board and custom-colored industrial shelving. The warm tones of stained wood cabinetry are accented against the cool, colored epoxy floor. Large lighting boxes dropped from the ceiling create a more intimate space while providing ambient lighting. Subtle fixturing materials mean the stainless steel surfaces of cooking equipment and the colorful selection of china and glassware become the focus of attention as shoppers explore each aisle.

Chef Central opened this first retail location in Paramus, New Jersey in 1999. The 21,000 square foot Hartsdale location was also designed by TCA and opened in 2003.

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