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.
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.
"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."
From the street too, the storefront becomes a social place of visible making, talking, meeting and eating.
A Super Market, not a supermarket.
"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."
"Centered on innovation and quality."
"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."
"Bravo Landini Team! Always delivering beyond expectations."
"Italian grocer Esselunga revolutionizes the food shopping experience with a new store format that puts freshly made goods front and centre."
Large screens above the checkouts entertain customers with further theatre with large screens showing food production straight from the Esselunga manufacturing factories.
"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."
"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."
Esselunga - Italy
In collaboration with Esselunga, Italy’s oldest supermarket chain, Landini Associates collectively 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