The new building, with its striking facade bearing the Migros and Alnatura logos, not only livens up Kreuzplatz, but also doubles the sales space of the old store. The name says it all – the departments designed as “Frischeboxen” (Fresh boxes) and the use of high quality building materials create an authentic market atmosphere. In this central shopping destination, local residents will find fresh fruit and vegetables, crusty stone-baked bread, fine cheeses and a range of meats – in addition to a self-service fish counter.
Thomas Pocher a revu les équilibres de son hyper urbain de Wattrelos. Il pousse moins la promo et davantage le frais pour améliorer la marge, sans trop dégrader le trafic.
Avec une zone marché pro, joyeuse et surtout pas intimidante.
The urban elegance of the surroundings was incorporated into the design of the supermarket and is reflected in the materials. Traditional lights, stylish metal frames, stucco detailing on the walls and ceilings, gold accents on the furnishings and understated colors combine to give the supermarket a touch of elegant flair. Classic Niemerszein features can be found in the layout: the fresh produce is now prominently displayed as soon as you enter the store, with a fruit and vegetable island surrounded by a salad and juice bar. The specialists behind the large, well-lit deli counters advise customers on the selection of premium products such as cheeses, salads, sausages and meats.
The layout of the departments was changed in order to wow customers with the store’s renovation and place a larger focus on fresh produce. All the fresh produce and handcrafted products are now found right at the entrance. This gives the customer a marketplace feel in a completely new atmosphere, right from the moment they walk into the store. The building’s surroundings and character were taken into account when conceptualizing the new look and feel. It now boasts a pleasant, industrial atmosphere that is bolstered by individual branding and striking visual marketing
Ruth Toechterle, Managing Director lnterstore, on trends in shopfitting
Where do you see shopfitting in the future?
I do not think that the importance of shopfitting will diminish in a digital future – quite the contrary: the demand on shopfitting is increasing, from design to aesthetics and the quality of materials, because the trend away from places for transactions to experience destinations requires this. In the sense of a holistic customer experience, the demands that retail trade has towards shopfitters is changing.
Developed in collaboration with the Nüsken family and Edeka Rhein/Ruhr, the supermarket is Edeka Nüsken’s fifth store. At the entrance, the customer is greeted by the fruit and vegetable range, presented in cauldron form, with an integrated salad bar and marketplace flair. Past the colorful confectionery section, the meat, sausage and cheese section boast a large L-shaped counter, self-service counters with an elegant mosaic pattern and attractive decorative ceilings made from wooden panels. The products, the materials used, and the in-store communications targeted at the local area showcase the essence of the new Edeka Nüsken supermarket: natural and local products.
Selgros, as a part of Transgourmet Central & Eastern Europe, is one of the leading cash & carry providers in Germany with 39 branches and also occupies a leading position among wholesalers in Poland, Romania, and Russia. The store in Feuerbach – Stuttgart has now been adapted to the latest developments in the cash-and-carry segment and the Selgros typical marketplace concept with «Fresh Food Booths» was implemented. Our main focus was to give a clear structure and increase freshness. We integrated a fish department into the store, as an element from the Frischeparadies concept, as well as a «built-in the mall» bistro.
The concept for the store in Chemnitz, which took over an existing store space, was developed by Interstore | Schweitzer based on the successful Globus store in Rüsselsheim. One notable feature is the spacious catering area with around 260 seats at the entrance.
On their way through the store, customers then encounter islands with fresh regional products, large production windows, and new themed sections with a selected mix of food and non-food products.