In January 2009 Jeff Maurer contacted MSS regarding space that he had found in Madison, Wisconsin. This was an exciting property located within an urban setting. The store would be located within a mixed use development with over 1 million square feet of retail, luxury apartments and condos. It would be positioned to service students and staff at the University of Wisconsin, those who live and work downtown, and the community at large. Jeff challenged the Mehmert designers to create a store and concept that would emphasize his “fresh” products. Beyond the emphasis on fresh, his desire was to have a store that would be energy efficient. He wanted a store that would be vibrant and youthful. It was his desire to convey quality without going too far upscale. Through careful analysis of the customer mix and their buying habits, evaluation of the building and it’s systems, and extensive discussion with the customer our staff created a store design that hit the mark. Today Fresh Madison Market flourishes within its surroundings. Aesthetically the space benefits from having floor to ceiling windows on its two principle elevations. Given the volume of walking and vehicular traffic the MSS staff positioned both Produce and a 360◦ Deli island within close proximity of the front windows. These two critical elements help to position the store as a purveyor of fresh, quality perishables. Together they are an effective lure – they literally draw the customer in.  When it comes to energy efficiency we definitely didn’t drop the ball. Every item was considered. High efficiency fluorescent lighting was chosen for the grocery lighting. LED track lighting was utilized in the produce, wine and beer, and the organic departments. LED case lighting was chosen for medium temp and freezer doors. Closed cases with doors were chosen for all refrigerated product rather than open cases because they are 35% more efficient than their counterparts. Super efficient heat pump units were utilized rather than conventional roof top units. These units are tied into a water loop system that heats and cools the building. This process is further enhanced in that the heat that is created at the refrigeration rack is rejected into the water loop system. In effect the heat generated as a by-product from the rack is used to heat the water consumed within the space and to heat and cool the air. Fresh Madison Market represents the pinnacle of grocery store design. It is efficient in its compact design. It is even more efficient in its systems design. Dramatic lighting, colors and finishes combine with a dramatic presentation of product to create a very pleasing shopping environment.