Firsts: almost got splashed by a passing bus as it
drove through a large puddle of standing water next to the curb where I was
standing – embodying the quintessential scene we all know and love.
Morrisons
at Five Ways, on Hagley Road
IKEA (probably should put IKEA first in the queue of firsts, on account
of, while Morrisons is a shopping center in and of itself, IKEA, on the other
hand, is a global institution!)
As today was the first day of half term (school
break for public schools), Leah and I were excited to be a part of the store
opening of a nice large grocery chain we had heard and read about: Morrisons!
But first Leah had to teach piano lessons to the kids in the house across the
street. Then, free to go, we gathered up our kids – Martin staying home to take
advantage of every possible free moment to study – and we were off!
Didn’t have far to drive to get to the part of
Birmingham referred to as Five Ways, the interception of, you got it, five
major thoroughfares. Pretty close to town, with lots of great shopping in the
area, it is the perfect location for a nice, new facility like this one. Wow!
the exterior facade is amazing in design – seems straight out of Metropolis, a 1927 German expressionist science-fiction film by Fritz Lang, about a futuristic
urban dystopia. The jutting
sweep of the characteristic Morrisons-green entryway honestly seemed unreal it
was SO breathtaking. I felt like we were stepping into a movie scene ourselves.
An especially amazing innovation was a moving
flat, no tiers, escalator for loaded carts - with kids AND goods - that ran the
length from the upper level of the parking structure down to the store entry
level and back again. The fascinating thing was that the wheels of trolley
(shopping cart), seemed to have magnets that glommed onto the conveyor belt.
You could literally NOT move it from where it first took hold. (Never seen nor
heard of such a thing, but, blow me away, there it was again, that very same
phenomenon – at IKEA, where we went
later in the evening this same day! (Where have they been hiding me -
Timbuctoo?!)
All 50,000 square feet of the store interior
was a shopper’s paradise, for the astounding amount of selection. (On the other
hand, I’d hate to have the need to pop in for a single item. You’d be lost
interminably in the maze!) It was a myriad of eye-catching splendor –
especially the specialty shops: produce,
fish counter, meat, cheese and deli counter, bakery AND pastry goods. They even
have their own flower shop and dry cleaners, with a café upstairs. The best
thing of all, though, was their incredible level of customer support – turn ANY
corner and there was someone right there, on hand to point you in the right
direction or answer a question. And of course, all smiles! The specialty
sections themselves were teaming with personnel, in their bright Morrison
uniforms.
It took us a mere two hours to get in – AND out
again – Leah with a trolley full, me with a ‘deal of the day’ pack of ruby red
tomätoes
– all up the moving conveyor belt to our awaiting coach! While it had been a
grand experience (similar to a grandiose Smiths, though short of the style of a
Targé),
somehow I had expected additional razzle-dazzle for a Grand Opening – something
grander to sear into the minds of consumers the reason why they NEEDED to
return the next time they found themselves in want of groceries. For a motivation
more than convenience, more than selection, more that nice and new. Perhaps, weekly
bargains – yeah, that would be it!
Why stop with one new shopping experience when you
can keep it going. Later, as indicated, we headed to IKEA. Also, as mentioned,
Martin and Leah were in a ‘break’ kind of mindset. Making the journey all the
way out to where the local IKEA is located is a planned, singular, anticipated
event – because we had dinner out there, and because it is a ways away on the
motorway. You’ve all been there, so I won’t take the time to wow you, any more
than just to say WOW! Much more than I had ever imagined. Besides the usual
this and thats, Leah and Martin were on a quest for a toddler bed for Ella.
Time to begin the transition of moving that pumpkin to her own grown-up berth.
(At this point Ella’s crib has been squozen (why is Word saying this word does
NOT exist?!) into the teensy auxiliary room known as Martin’s study. Supposedly
when it gets to be winter this room becomes very nippy. Besides, having a
sleeping baby in the room where you’re hoping to study is NOT the most
conducive to intense introspection.)
[Consumer buzz_ I just have to brag on myself – about
the good consumership I displayed today (especially as it is characteristically
a bit unheard of.) As you can tell, there
were MANY temptations of ‘Please, Take Me Home!’ At Morrisons, I availed myself
of that one little 6-pack; and at IKEA, where I must admit my first trip was a
whip-through, I got NOTHING. Yeah - good for me! Amazing, actually . . .]
Ollieism_ You know what I like about Oliver?!
Because when he feels something, he experiences it acutely. Like when he’s
hungry, he’s ‘REEEAALLY hungry!’ – not just a little hungry, but more like ‘I
will definitely DIE if I don’t get food at this VERY moment!’ kind of hunger. I
can relate to that intensity - he’s my boy!
Photos_
1- Five
Ways (another reason why I do NOT drive in England)
2- new
Morrisons Edgbaston (now is that edg-bas’-tən, or edg’-bə-stən?
Let’s ask Hyacinth – she’ll know!)
3- dazed
consumers (can there be too many choices?)
4- diligent
store personnel
5-
fishmonger
6- produce
awash in Edenic mists
7- ditto
for fresh herbs
8- regional
director and lesser managers hamming it up with the kids.
(Hello, Rob - ya look good! Hope you enjoyed the write-up AND photos.
Hope my honest opinion was of some use, as I am sure to give it. Thanks – for taking
an interest in the plight of the consumer and for being a good sport. I imagine
that has everything to do with why you’ve gotten to where you are today!)
9- butcher
10- baker
11- candlestick maker
12- sweets for the sweet
13-14 checkout closure
15- final end to morning shopping frenzy
16- IKEA by night
17- consumer madhouse
18- one is NEVER enough
19- holiday splendor
20- through the city to home
