London-based organic food specialist As Nature Intended uses wooden fixtures to emphasise the healthy connotations of its offer.

Creating the right impression is what retail should be about when the intention is to get shoppers through the door. Nowhere is this more the case than in grocery where many of the products on display can be found readily elsewhere.

As Nature Intended, a London-based chain of organic food shops is a good example.

Comparable offers are likely to be found in other shops, but what the retailer succeeds in doing is taking a space and making it different by being both warm and natural in feel. It does so through its use of wood.

Instead of cladding everything in the material, k2 Architects, which worked on the project, created a series of finned fixtures that mark this out as an alternative to the norm.

It is hard to define why curving wooden fins above a cash desk and circular pieces of wood applied to a mid-shop gondola should make you think of nature and health.

But it does and perhaps shows how impressions can be created simply by using a materials palette in a different manner.