With its new store in Greenwich, DeCicco & Sons introduces a premium food retail concept developed by the retail design experts from Interstore and brought to life by Schweitzer. The 17,000 sq ft store is the first of two new projects: a second location in Scarsdale will follow by the end of 2026.

Known for its Italian-American roots, extensive product variety and strong focus on in-house production, DeCicco & Sons places freshness and craftsmanship at the heart of the shopping experience. The new concept follows one central idea: “Make Visible.” Preparation, product expertise and the people behind the food are brought out from behind the scenes and turned into an integral part of the store.

Freshness takes center stage

The concept becomes visible from the moment customers enter the store. One entrance opens onto a berry bar and vibrant fruit and vegetable department, immediately creating a sense of freshness and abundance. Further into the department, products such as DeCicco’s own guacamole are prepared directly in front of customers.

The same principle shapes the bakery and coffee areas. Baking and preparation are brought forward, with the ovens becoming part of the customer experience. The coffee area is staged like an Italian bar, directly connected to DeCicco’s own biscuits made from family recipes.

Even the kitchen, traditionally located in the basement or behind closed doors, becomes part of the store. A glass front gives customers a clear view of the grill, the cooking process and the people preparing the food – turning production into a visible expression of freshness and authenticity.

Craftsmanship on display

At the second entrance, customers move from a flower display into the cheese department. Here, cheese and craft beer come together in a dedicated experience, reflecting one of DeCicco’s particular areas of expertise. Fresh mozzarella is produced directly within the department, making craftsmanship and preparation part of the interaction with customers.

The meat department follows the same approach. Cutting and preparation areas for both service and self-service products are brought forward, transforming everyday production processes into part of a premium retail experience.

A design rooted in the DeCicco identity

The interior combines marble, brass accents and a focused blue color palette to create a refined yet distinctive setting. Exposed brick walls add authenticity, while new graphic elements developed in close collaboration with DeCicco’s marketing team tell the DeCicco family story in-store for the first time.

The result is a store that makes the brand’s products, people and heritage visible. Through the close collaboration between Interstore and Schweitzer, the new Greenwich location turns food retail into a stage for quality, craftsmanship and discovery.