breadedescalope ‘grow to go’ at wildwuchs (flower shop)

austrian design studio breadedescalope (be) have given a new identity to the flower shop wildwuchs. they transformed the store based on consumer behaviour and the idea of ‘convenience’. breadedescalope took the appearance of fast food and transferred it to the fare offered by a flower shop: their sales concept mimics the corporations’ convenience foods, including the special labels, mascots and packaging concepts. what are being sold in burger boxes are seeds in selected growing mixtures: sweet potatoes in sri lanka coconut soil or basil in waldviertel home soil.

breadedescalope’s work is part of the passionswege series that is currently being held during vienna design week 09. ten designers were brought together with vienna shops and manufacturers, where they were given the opportunity to experiment on the spot, make use of workshops and intervene in the business premises.

breadedescalope: 'grow to go' at wildwuchs, vienna image © designboom

breadedescalope: 'grow to go' at wildwuchs, vienna image © designboom

breadedescalope: 'grow to go' at wildwuchs, vienna image © designboom

breadedescalope: 'grow to go' at wildwuchs, vienna image © designboom

breadedescalope: 'grow to go' at wildwuchs, vienna the menu of seeds image © designboom

breadedescalope: 'grow to go' at wildwuchs, vienna seed packaging image © designboom

breadedescalope: 'grow to go' at wildwuchs, vienna customers being served seeds and soil image © designboom

breadedescalope: 'grow to go' at wildwuchs, vienna image © designboom

breadedescalope: 'grow to go' at wildwuchs, vienna