During the planning phase for the construction of a new hypermarket, a semiotic survey was conducted based on the discourse of consumers in the surroundings of the hypermarket, in order to obtain useful information for the strategic spatial arrangement of its sections. This article shows how the identification of different types of values attributed by consumers to this commercial site served to help establish its zones and define its internal architecture. The semiotic study employed the signification theory approach developed by A. J. Greimas with the Semiolinguistic Research Group.
hypermarket; discourse semiotics; design; consumption; Greimas