Edeka Massak (D)
Wanzl is bringing the vision of the local business family Massak to life using a vibrant mix of industrial flair and links to the Franconia region
The Massak family operates several EDEKA supermarkets in Bamberg and is opening a new E-Center on Kirschsäckerstrasse. It promises something “extraordinary for customers”: In addition to an unpackaged department, there is also a large selection of vegan and gluten-free products, organic bread from the region, a restaurant and culinary events. The most cutting-edge supermarket in Bamberg was created with an extensive range of products and a mix of industrial flair and close links to the Franconian region – and in record time of approximately 3 months. In total, the Massak family invested around 3.5 million euros in the conversion, interior decoration and furnishing of the building. This ambitious vision was brought to life by shopfitting expert Wanzl as a complete solution provider for in-store design.
In the new EDEKA, the sales area of 2,700 m² is filled with one highlight after another. The E-Center is the first EDEKA in Bamberg to have an integrated unpackaged department where customers can fill pasta, rice, nuts and much more into specially provided reusable jars. The new EDEKA is also moving with the times in terms of the product range. A large department for vegan and gluten-free products leaves nothing to be desired, and the same goes for the selection of regional and fresh goods that EDEKA Massak purchases directly from various producers from the Bamberg area. For instance, beer lovers can enjoy all regional beers, such as the famous “Rauchbier” (smoked beer).
Another special feature is that the E-Center has its own gastronomy department where a renowned top chef prepares first-class food. This is a particularly promising offer for the employees of the neighbouring businesses. In addition to the daily lunch and breakfast events that change weekly, creative delicacies such as homemade pasta dishes or the Franconian pork speciality Schäuferla are served. Of course, it’s not a problem if you’re not a fan of Franconian specialities. After all, both the restaurant area and the fresh food counter offer many more delicacies, such as various “bowls”. There are also locally prepared salads, sushi, fruit salad and freshly squeezed orange juice. Thanks to the extensive choice, everyone can find something to their liking.
In terms of design, the new EDEKA combines modern industrial flair with old elements from Bamberg. The Franconian city is often associated with beer. Its old town is a world heritage site, a lively student city and a gardening paradise thanks to the unique vegetable gardens in the centre and it is surrounded by unspoilt nature. In close cooperation with the Massak family, Wanzl incorporated all these characteristic features into the design concept. Thanks to the harmonious cooperation between all those involved, it was possible to achieve a great deal in a very short space of time.
On a tour of the store, the lively mix of old and new becomes evident in every department. The crossover concept becomes apparent as soon as you enter the fruit and vegetable department. Nature is reflected in the dominant wooden elements in the eye-catching fruit and vegetable furniture such as the Vitable, the base cabinet for the juice press or the convenience chests, as well as in the lighting as pretend ceiling beams. In contrast to this are the industrial-style elements such as the wall-look columns and the black steel frames of the product displays. To symbolise the gardening town of Bamberg, the greenhouse flair runs through the various departments as a style motif. Whether it’s a convenience chest for the large selection of berries and fruits with an open greenhouse facade and a frosted glass look, a hopper window over the potato range and salad selection, or the general greenhouse look as a distinction from the other store segments – the greenhouse feeling à la urban gardening prevails in the fruit and vegetable department. There is also a spiral herb display as a decorative element, which looks like a raised bed on a stone gabion and contains fresh potted herbs.
Industrial-style black metal struts are also used in this department. The popular Wanzl wire tech 100 presentation units, Vitable in the fruit and vegetable department and YourTable can be found throughout the store. These ensure maximum transparency, which is a decisive factor for the presentation of the product range. The goods seem to be of higher quality and more visible when placed on open shelves than in closed systems. In the baked goods sector, there is an old-fashioned bakery atmosphere with a rustic wall look, wooden baker’s peels on the wall and black metal struts. Customers can choose from a wide range of organic bread here. From the rustic charm of the bakery, the store moves stylishly into a modern French chocolate shop. Here, customers can find all kinds of confectionery made with love – a real treat. This is demonstrated by a specially created logo on the promotional tables, for example. The predominant shade is pastel green with a green matte chalk paint, beautifully complemented by the retro lights in other pastel shades.
Bamberg is also present in the store as a silhouette, including in the spacious organic and vegan area. The proud Bamberg beer tradition has its own dedicated area in the beverage department, which represents the famous Sandstrasse. This is located at the heart of the old town centre in Bamberg and is characterised by old houses and palaces as well as a number of Franconian restaurants and pubs. Sandstrasse is even listed and protected as a Unesco World Heritage Site. The beer department is designed to reflect this: There are wrought iron brackets with the “Sandstrasse” street sign, murals with old town facades in half-timber style and traditional German font describing what this is about: Bamberg beer tradition since 1093, when the first bar selling beer opened in Bamberg.
If you’re not a fan of beer, there’s a whole range of other options for you in the wine and spirits department. The modern industrial style dominates here and is reminiscent of a French spirits retailer’s showroom. The atmosphere is complemented by wire tech shelves with thick black metal frames, which look higher thanks to a frame overhang. Wood decor is again used with wooden crates, wine barrels, wooden cubes in the overhanging frame for decorative bottles and the wooden gondola end caps of the wire tech shelving. The column enclosure with metal frames and individual bottle display is a visual delight. The true highlight in this department, however, is the “treasure chamber”. This is characterised by an enormous glass cabinet, which can be opened on both sides, with a solid wooden structure and the lettering “Schatzkammer” (treasure chamber). This contains particularly valuable whiskies, cognacs, etc. The motto of the department is: Good food, good wines, good friends, good times. The remaining departments in the store, such as pharmacy, non-food shops and checkout areas, blend into the overall concept thanks to harmonious, modern design.
Werner Massak is very satisfied with the result: “My goal for the new EDEKA was to respond to all modern customer requirements while integrating a little bit of Franconia. Wanzl has fulfilled this vision extremely well. The customer should feel at home and have a special shopping experience, and that is what we have achieved. When I stroll through the beer department, I really feel like I’m on Sandstrasse.”
