Multiple outlets report that Morrisons is upgrading parts of its supermarket experience to appeal to shoppers seeking more premium, lifestyle-focused offerings. The coverage describes stores featuring “fresh farm-like produce” alongside additional curated elements such as sushi bars. It also notes the presence of non-food retail touches, including stylish ceramics and scented candles, with one cited example being “Santorini” scented products. The reporting frames these changes as part of a broader shift toward a more “artisanal” look and feel, positioning Morrisons as an alternative to traditionally upmarket supermarket brands. While the pieces emphasize the appearance and variety of in-store displays, they do not provide detailed figures on sales impact or specify which locations are affected. Overall, the accounts agree that certain Morrisons stores are adopting more premium merchandising themes, combining food offerings like sushi with home-style products and aesthetic presentation.