"Throughout all our projects, Landini Associates strive to “Reinvent Normal”. This is a process by which everything is challenged, broken down and if needs be discarded. It is simply a way of examining whether a norm, or a starting point, makes any sense. What results is the reinvention of the vernacular of any category that we are working in. Challenge the norm, invent something new and memorable and you’ve “Reinvented Normal”. Sometimes this requires bravery, other times just the application of common sense. Perhaps they are the same thing!"
"In the case of supermarkets placing payment stations in the most prominent and valuable space would seem, to us at Landini, not to make sense. So we agreed with our client to change this. The front of any high street store is its shop window, normally a place where its product is promoted. That's all we did here, promote Esselunga's ability to make great food. Requiring customers to read signs so they know what's in an aisle is tiresome. Better to show them instead by staggering the aisles. All this simply makes sense. Blindly following what others have done, just because it's the norm, doesn't."
