The Supermarket Concept Store occupies what was previously a 'traditional' supermarket. It is a melange of fashion and sneakers, books and flowers, food and drinks, cosmetics and gadgets, even spa-services, everything branded and exclusive. It is a hedonistīs paradise for the insatiable consumer, situated in Belgradeīs downtown, in an area famous for its many bars and exciting night life. The refined goods and services contrast with the coarse and sparse interior, which makes the place wonderfully attractive for milling around and discovering unexpected offerings and details within the design; this is characterised by the visible technical services, open beams, the rough industrial concrete floor and columns and the display units made of construction-wood sheeting. These are the simple design interventions which actually produce the inherent raw charm of the place.