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Was that a 7-Eleven? That’s the reaction by many passers-by when they first walk past a new prototype that opened earlier this year in Manhattan’s financial district.

To describe the new store as a huge departure for the Dallas-based convenience store chain would be an understatement. Features like the open layout, the revamped assortments, the new logo and the upscale design suggest the venerable retailer is trying a new look on for size -- perhaps with an eye toward revamping more of the 10,000 North American stores it currently operates.

The new store has a cleaner, more spacious feel featuring a bright color palette of yellows, greens and crisp white. The open layout eliminates the familiar long aisles in favor of island displays and open-air merchandise. The assortment leans heavily toward fresh and healthy with fruit, salads and grab-and-go items like protein bars, sports drinks and baked chips. There’s even a craft beer section where shoppers can “make their own six-pack.”

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