Outside of Ideal Market, the new Whole Foods spin-off is located on 11th Avenue and Emerson Street in the Capitol Hill neighborhood of Denver. (Josie Sexton, The Denver Post)

The Capitol Hill neighborhood in Denver finally returned on Wednesday of whole foods on 11th Avenue between Emerson and Ogden Streets.

After three years in the same location, Amazon’s grocery chain has returned with a completely different brand and an updated layout. The store is now called Ideal Market and is named after the iconic Boulder grocer that Whole Foods acquired in 2007.

But this second, Denver Ideal Market, is the first of its kind, with a targeted design that lives up to its name, including an entire pink-and-white corner called the “Beauty Bar,” and skincare, makeup, jewelry, and more contains.

A similarly stylized “bottle bar” is also located in front of the shop. It sells bottled and canned craft brews – including about 10 local Denver brewers – and has seating for customers who want to hang out.

You’ll recognize Whole Foods’ signature coffee bar, bakery, and meat, cheese, and seafood counter, of course, but with an updated look and feel and digital signage promoting local vendors around the world.

A seller said this Whole Foods spin-off has more organic products and more local brands in its aisles, allowing more freedom to buy than the original giant brand, for example.

Whether that turns out to be true, one thing is certain: Ideal Market has really hit the neighborhood and customers and maybe even the pandemic with this reinvention.

This new Denver grocery store feels like the happiest place on earth right now, from its inspirational neon (“your ideal meal”) to the staff and their (really?) Positive attitudes.

However, neither the store manager nor Whole Foods regional corporate office responded to requests for comment.

Ideal Market Denver, 900 E. 11th Ave., 8 a.m. to 9 p.m. daily and 7 a.m. to 8 a.m. on Fridays for customers aged 60 and over, vulnerable or disabled, on busy days: fullfoodsmarket.com/stores/idealmarketdenver and joinourline.com .

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