Hybrid Food Retail: Redesigning Supermarkets for the Experiential Turn

Bernhard Franken is an architect, artist, writer and professor. His work ranges from corporate architecture, trade fair presentations and brand worlds, to residences, office buildings, retail and hospitality outlets, and urban design. Since 2015 he teaches 3D Communication in Retail Design, Exhibition Design and Communication Design at the Peter Behrens School of Arts in Dusseldorf. Alina Cymera is a visual communication designer. She studied communication design at Peter Behrens School of Arts at the University of Applied Sciences, Dusseldorf, where she completed her master in 2019.

TABLE OF CONTENTS Preface Supply chain Logistics as an aesthetic principle History The supply chain and its definitions Value chain Logistics in the supply chain Outlook Packaging Wrapping things up History Packaging and its definition Types of packaging Packaging functions Outlook Exterior Design From big box to iconic building History The roof and its definition History of the facade The facade and its definition History of the door The door and its definitions Outlook Scenography Food retail design as scenography Sales formats and their definitions Store layout Space management Product presentation Outlook Interior Design The interior sets the stage The floor and its definitions Floor construction and materials The wall and its definition Wall construction and material The celling and its definition Celling construction and material Celling fittings Outlook Lighting Lighting as the guide in the customer journey The Light and its definitions Terminology Luminaires Quality and effect of light Lighting in food retail Outlook Signage Growing complexity Efficiency and authenticity Food retail signage Merging of typography and space Digital signage Point of sale or point of experience? Outlook Gastronomy Try it - bye it History Gastronomy and its formats Hybridisation of supermarket and gastronomy Outlook Event Eventisation of the non-event supermarket History Event and its definition Event marketing Hybridisation of supermarket and event Outlook Pop-Up Pop-Up as storytelling History Pop-Up and its definition Design features Hybridisation of supermarket and pop-up Outlook Co-Living Co-living as self-fulfilling prophecy History Co-working and its definition Design features Services Visplay - all goods for you From co-working to co-living Outlook Online/Offline E-grocery as hybridisation of stationary retail E-grocery and its challenges Distribution channels Development and best practices Interim conclusion: The online boom has not yet happened Digitalisation of food retail Outlook Index Image credits About the authors/Imprint