Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphic Design

Our retail format for Italy’s oldest supermarket chain, Esselunga, radically challenges and reinvents the global supermarket layout, setting a new benchmark.

We swung the store through 90 degrees so that the checkouts - normally at the front of a supermarket - are now to the right within the store, replaced instead with a glass box of food production.

Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphic Design

This is the front door, an expression of Esselunga's commitment to innovation and their dedication to making food. Checkouts no longer monopolise the prime space of the supermarket.

Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphic Design

"Now, when entering the store, what you see is not the banality of a gaggle of shoppers having their groceries bagged. What you see is a show."

– Retail Brew USA
Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphic Design

From the street too, the storefront becomes a social place of visible making, talking, meeting and eating.
A Super Market, not a supermarket.

Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphic Design

"At the entrance there is the heart of the innovative shop, where Made in Esselunga products are prepared and served on site."

– Distribuzione Moderna
Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphic Design

The second radical change to the traditional supermarket layout is the introduction of triangulated grocery aisles - a "catcher's mitt" inviting customers into the store's "dry food heart" by using merchandise as the primary signage.

Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphic Design

"What an incredible retail move. All I can say is f*cking great job. Well done indeed."

– Howard Saunders, Retail Futurist, 22nd & 5th
Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphic Design
Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphic Design

Operationally time and motion efficient, the store perimeter is home to specialist departments.

Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphic Design

"Not only does the design showcase Esselunga's core values but it enables activation of the tenancy, creating buzz and interest for shoppers."

– Retail Food Magazine
Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphic Design

"Centered on innovation and quality."

– GDO Week
Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphics, Bakery
Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphics, Bakery

"Our collaboration with Landini has been very valuable to us. Together, we revolutionised the entire shopping experience so as to better respond to the needs of our customers."

– Roberto Selva, Chief Marketing & Customer Officer, Esselunga
Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphics, Bakery
Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphics, Bakery

"Bravo Landini Team! Always delivering beyond expectations."

– Michael Lovsin, President & CEO, Brilliant Ideas Group
Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphics, Deli

"Italian grocer Esselunga revolutionizes the food shopping experience with a new store format that puts freshly made goods front and centre."

– Design Retail Magazine, USA
Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphics, Bakery
Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphics, Bakery

Large screens above the checkouts entertain customers with further theatre with large screens showing food production straight from the Esselunga manufacturing factories.

Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphics, Bakery

"Landini animate with visual theatre, making the checkout process anything but routine."

– John Gregory, Global Head of Retail Industry, Spotify
Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphics, Bakery

Our design is far exceeding store targets, trading 50% above the most successful store Esselunga have had previously.

Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphic Design, Fresh

"Landini reinforce Esselunga's core brand values and delight customers in the process - in turn positively impacting sales conversions."

– Retail Food Magazine

"With their international vision and experience in reinventing the world of retail, Studio Landini allowed us to create a unique solution, unmatched in the Italian retail market, and we are extremely satisfied with it."

– Sami Kahale, CEO, Esselunga
Esselunga Supermarket, Brescia, Italy, Landini Associates, Interior Design, Graphic Design
  • Client

    Esselunga

  • Location

    Italy

  • Size

    National Roll Out

  • Category

    Food, Retail

  • Scope

    Brand Strategy, Master Planning, Interior Design, Graphic Design, Signage, Wayfinding, Ticketing, Uniforms and Design Guidelines

  • Photography by

    Andrew Meredith

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