Dutch grocery retailer Ahold has unveiled a fresh take on supermarket design with Bfresh, which changes in-store ambience throughout the day.

Creating a supermarket that looks and feels like an experience while keeping an eye on the bottom line and offering products at a reasonable price is a pretty tall order. But grocery retailer Ahold has achieved just that at Bfresh in Boston.

Designed by Stockholm-based agency Blink, Bfresh is a new concept, which aims to “adapt to urban rhythms”.

The store changes ambience according to the time of day with bright light in the morning and a more club-like feel in the evening, complemented by pumping house music.

There is a distinctly market-like feel to the interior with the sales associates looking more like barrow boys than supermarket staff, complete with flat caps.

As well as the store’s changing moods, there is a heavy emphasis on price and tone of voice with signs that indicate ‘kickass prices’ setting expectations.

A further Bfresh store has opened in Fairfield, Connecticut.