EDEKA meets VW (D)

When they enter the store, customers at the new EDEKA Luitpoldviertel - nicknamed “Lui” - are welcomed by a sea of flowers and transported into the pastel-coloured era of the 1950s. Next to the entrance, the words “Former Krauss dealership” and half a VW Beetle are inscribed on the wall in EDEKA's trademark yellow and blue colour scheme, in reference to the building’s exciting history. In addition to the VW Bus-style reverse vending machine, there is also a display board with historical images and data about the dealership. Light blue walls, retro information signs and round ceiling lights in the style of shiny chrome hub caps from old VWs all contribute to the uniform design concept. “The former Krauss dealership is a very special location for both us and for the region. Our goal was to incorporate the building's history into the design of the EDEKA store and, in line with the motto 'EDEKA meets VW', to combine the building's origins as a dealership with the modern EDEKA store,” recalls Christoph Schmitt, who runs the new EDEKA store together with his business partner Wolfgang Louzil. They wanted a consistent look and feel for their store: “Optimum design was important to us, but at the same time, it was important to take into account the requirements of the conservation order. That is why we wanted everything from a single source - from the planning and design of the store to the production of the interior fittings and their assembly. And Wanzl was our number one choice for this.”

“I prefer to go through the store from front to back. Every step of the way, customers can look forward to little 'wow' moments as they make their way through the rows of shelves. We don't just want to attract customers with a single section, we want to create new points of reference that stop them in their tracks and inspire them," says Christoph Schmitt, describing the store's concept. As the first stop, customers at EDEKA Luitpoldviertel are awaited by a fruit and vegetable section in fresh blue and citrus green with wooden walls and crates that are reminiscent of a farm shop, conveying the feeling of freshly harvested produce. Here, and in all the sections that follow, they will find striking graphics that skilfully combine black and white images from the 1950s with images of food and classic cars. For example, a dancer’s skirt is made from a bright green lettuce leaf, a large broccoli grows from the roof of a VW bus, while a distinguished looking gentleman with a moustache has two slices of kiwi for his eyes. In the drinks section, with a colour scheme reminiscent of a lemonade stand, ironic phrases such as “Was ist das für ein Saftladen?!” (German phrase meaning “What kind of a place are you running here?!”) make you smile, while light blue tiles with white circles that look like bubbles evoke memories of happy days down at the outdoor pool. The wine and spirits department creates an elegant contrast with its dark wooden panelling, wine barrels, antique-looking wall and ceiling lamps and a chequerboard pattern on the floor, all of which evoke the atmosphere of an old wine cellar and encourage customers to try one of the fine wines for themselves.