Hybrid Food Retail: Rethinking Design for the Experiential Turn

Hybrid Food Retail: Rethinking Design for the Experiential Turn

by Bernhard Franken, Aline Cymera


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The supermarket design of the past sixty years was developed not by designers,
but by supply chain managers as an optimized logistical solution. The storytelling metaphor was that of a logistic center and the client was part of the supply chain.
This metaphor was enough, since it implemented the lowest possible cost and no money spent on fuss. In times of disruption by online retail, the industry is looking for new storytelling metaphors. This leads to all kind of hybrid typologies blending the supermarket with gastronomy, event, stage or co-working.
This book explores these new developments and explains how to apply them.

Product Details

ISBN-13: 9789492311399
Publisher: Frame Publishers
Publication date: 06/02/2020
Pages: 400
Product dimensions: 6.50(w) x 9.50(h) x (d)

Table of Contents

Preface 8

Supply Chain 14

Logistics as an aesthetic principle 16

History 18

The supply chain and its definitions 22

Value chain 26

Logistics in the supply chain 28

Outlook 41

Packaging 44

Wrapping things up 46

History 48

Packaging and its definitions 50

Types of packaging 52

Packaging functions 56

Emerging trends 59

Outlook 70

Exterior Deisgn 72

From big box to iconic building 74

The roof 80

The façade 90

The door 103

Outlook 110

Scenography 114

Food retail design as scenography 116

Sales formats and their definitions 118

Store layout 121

Space management 137

Product presentation 148

Outlook 154

Interior Design 156

The interior sets the stage 158

The floor 161

The wall 175

The ceiling 182

Outlook 194

Lighting 196

Lighting as the guide in the customer journey 198

Light and its definitions 200

Terminology 203

Luminaires 206

Quality and effect of light 212

Light in food retail 216

Outlook 236

Signage 238

Growing complexity 240

Efficiency and authenticity 243

Food retail signage 245

Merging of typography and space 247

Digital signage 249

Point of sale or point of experience? 252

Outlook 256

Gastronomy 258

Try it - buy it 260

History 262

Gastronomy and its formats 266

Hybridisation of supermarket and gastronomy 270

Outlook 294

Event 298

Eventisation of the non-event supermarket 300

History 302

Event and its definitions 303

Event marketing 306

Hybridisation of supermarket and event 308

Outlook 317

Pop-Up 318

Pop-up as storytelling 320

History 322

Pop-up and its definitions 325

Design features 326

Hybridisation of supermarket and pop-up 334

Outlook 351

Co-Living 352

Co-working as self-fulfilling prophecy 354

History 356

Co-working and its definitions 359

Design features 361

Services 362

Vitra, all goods for you Workspace 362

From co-working to co-living 364

Outlook 367

Online/Offline 370

E-grocery as hybridisation of stationary retail 372

E-grocery and its challenges 374

Distribution channels 379

Development and best practices 384

Interim conclusion: The online boom has not yet happened 391

Digitalisation of food retail 393

Outlook 403

Image Credits 404

About the Authors 406

Imprint 407

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