We were engaged by Italy’s oldest supermarket chain, Esselunga, to reinvent their retail format.
Our design concept is based on one word: "Dimmi" (Tell me). The results radically challenge and reinvent the global supermarket layout.
"Landini Associates sets a new benchmark centred on innovation and quality."
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.
Checkouts no longer monopolise the prime space of the supermarket.
Instead, the front door is an expression of Esselunga's commitment to innovation, and their dedication to making food.
"Esselunga is now the 1st brand in terms of sales per sq m, ahead of Lidl and MD Spa."
From the street too, the storefront becomes a social place of visible making, talking, meeting and eating.
A Super Market, not a supermarket.
"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."
"At the entrance there is the heart of the innovative shop, where Made in Esselunga products are prepared and served on site."
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.
"What an incredible retail move. All I can say is f*cking great job. Well done indeed."
Operationally time and motion efficient, the store perimeter is home to specialist departments.
"Not only does the design showcase Esselunga's core values but it enables activation of the tenancy, creating buzz and interest for shoppers."
"Landini rethinks the food shopping experience at Esselunga with a new store format that puts freshly made goods front and centre."
"Unmatched in the retail market."
"Bravo Landini Team! Always delivering beyond expectations."
Large screens above the checkouts entertain customers with further theatre with large screens showing food production straight from the Esselunga manufacturing factories.
"Esselunga’s affinity for all things food is further displayed at the checkouts, where giant screens feature scenes of food production from farm to factory."
"Landini animate with visual theatre, making the checkout process anything but routine."
Our design is far exceeding store targets, trading 50% above the most successful store Esselunga have had previously.
"Landini reinforce Esselunga's core brand values and delight customers in the process - in turn positively impacting sales conversions."
"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."
"With their international vision and experience in reinventing the world of retail, Landini Associates allowed us to create a unique solution, unmatched in the Italian retail market, and we are extremely satisfied with it."
Esselunga - Italy
In collaboration with Esselunga, Italy’s oldest supermarket chain, Landini Associates challenged and radically reinvented the global supermarket model, setting a new benchmark.
Our design launched in December 2019 and continues to roll out across Italy.
National Roll Out
Brand Strategy, Master Planning, Interior Design, Graphic Design, Signage, Wayfinding, Ticketing, Uniforms and Design Guidelines