Reinventing the Supermarket
Landini Associates reinvent the standard global supermarket layout with Esselunga, Italy’s oldest supermarket chain.
Landini Associates together with Esselunga, Italy’s oldest supermarket chain, have collectively challenged and then radically reinvented the global supermarket layout at the brands newest superstore in Bescia, Italy. The design work of the Esselunga supermarket, may appear like a subtle transformation, yet it is actually a radical departure from the global “norm” when it comes to supermarket layouts.
Rotating the store layout: Showcasing production and making the store a more social place
The major aspect to take in first is that that the supermarket layout has been rotated 90 degrees so that the checkouts, normally at the front of a supermarket, are now to the right within the store, replaced with a glass box of "production”; showcasing the Bar Atlantic cafe, deli kitchens and bakery production, all previously hidden. The production area is now the front door; an expression of Esselunga's commitment to making food.
The front of the shop becomes a social place of visible "making". Checkouts no longer monopolise a space now used for talking, meeting and eating.
Reinventing the supermarket layout globally
The second radical change to the traditional supermarket layout is the introduction of “boomerang” aisles. More specifically, the design introduces triangulated grocery aisles to the rear that correspondingly stagger out in front of you, like a “catchers mitt”; a big glove inviting customers into the store’s “dry food heart” by using merchandise as the primary signage.
Every adjacency is rethought and reinvented, with the first aisle in celebration of speedy food shopping; the deli, bakery and dairy, linked to produce and protein. Everything you need for a quick and convenient shop if you so choose. The store perimeter is home to specialist departments (operationally time and motion efficient) but now worth the
travel.
Abundance of glass allows for theatre of transparent food production
In addition to an abundance of glass to showcase the theatre of food production, the design incorporates further theatre straight from the Esselunga factories. As they leave through the checkouts, customers are entertained by projected films of the manufacturing plants that Esselunga could never before show, but that are entertaining masterclasses in their food production skills.
Key materials used are concrete, timber, perforated panels, stainless steel, coloured tiles, concrete floor and exposed concrete ceiling.
Esselunga is known for continuous innovation, value, and their dedication to fresh food of the highest quality.
Shoppers are entertained in the checkout by film of Esselunga’s manufacturing plants.
Learn more about Landini Associates www.landiniassociates.com
