In the next two weeks, Asda will unveil the first of a new breed of large supermarkets boasting a department-store style layout.

The retailer's 100,000 sq ft Patchway store, Asda's oldest supercentre, is nearing the end of a three-month facelift that will transform it into one of the company's flagship stores.

The centre of the £3m redevelopment features an extra-large aisle for seasonal displays.

The ambient grocery aisles have also been widened and the produce section made more open-plan with a juices and smoothies bar in the middle.

Other changes include a revamped butcher counter serving more local and premium products, Asda's first serve-over frozen fish counter and a new-look fresh fish counter.

The retailer has also introduced a large video and games department with interactive elements such as a wall of plasma TV screens, working games consoles and a small stage for events such as book signings.

Further innovations include a room for its furniture offer and Asda's first toys and celebrations department.

The retailer is still in the process of redesigning the George department, which will include Asda's first footwear department. The fitting rooms will boast entertainment for kids.

"The investment will give our customers a flagship Asda supercentre that will have the look of a department store and the customer service of an Asda," said Paula Wright, general manager for supercentres. "As a business we are now refocusing on our 29 supercentres and we are excited about this new format."

During the refurbishment, customers have been given loyalty vouchers to compensate for the disruption caused by the work.

Asda plans to roll out the format to other supercentres if Patchway proves successful, and could integrate some ideas into its normal-sized supermarkets.

It said the move to revamp its format had stemmed from chief executive Andy Bond's desire to put flair into supermarket shopping, having branded it "bland", "boring" and "amorphous" at an IGD convention in 2005.

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