Mining history meets modern market culture at Edeka Hundrieser

Once a former colliery site used for coal mining and metal processing, today a site for a supermarket that symbolizes a fascinating fusion of past and present. The mining industry, which long shaped the area in and around Essen in the middle of the Ruhr region, served as the inspiration for the redesign of Edeka Hundrieser at Essener Aktienstraße 42.

The fact that this considerable investment of around 3.5 million euros by the Hundrieser family paid off is demonstrated not only by the exceptional shopping experience, but also by winning the EuroShop RetailDesign Award 2022 and being nominated for the "Stores of the year 2021" award.

Kinzel Architecture from nearby Schermbeck was responsible for the new design. A shopper's paradise was created on the impressive sales area of around 2500 square meters, inspiring customers in every corner to look up from their shopping list and take in the wide range of products.

Stepping into the entrance area of the store, shoppers are immediately faced with the industrial Ruhrpott look: dark gray steel grids and solid steel girder constructions on the ceiling create an authentic industrial look. The horizontal shopfitting elements with the light rails in the fresh food department look as if they had been removed from colliery shafts and integrated here.

The design idea is particularly evident in the fish and meat counters: the vertical indirect lighting on the high black shopfitting elements above the counters is strongly reminiscent of underground shafts. The orange glass panels create a warm contrast and simulate the glow of blast furnaces.

Copper coatings provide further contrasts to the black and gray tones of the store fittings. They are used for the framing of refrigerated shelves and for the signage of the product groups.

In the center of the supermarket, the central island with counters for sausage and cheese specialties as well as delicatessen blends into the open and spacious design concept. The industrial theme is also continued here with the black brick walls. The delicatessen and grill counters offer daily prepared dishes to take away and there is also a sushi station in the store. This high-quality food offering is complemented by numerous specialist employees who are on hand to advise customers.

The brick wall is repeated in the wine and spirits department. Here too, the motif of the underground industry can be seen through the dark recesses in the walls.

The entire market offers a journey of discovery for new products. The range consists of 60 percent basic products and is supplemented by a hand-picked selection of international and regional items. The shelf gondolas, which consist of small refrigerated counters, are unusual. Customer inspiration and cross-selling are clearly at the forefront of the store design.

The Büsch subsidiary's glass bakery, which produces baked goods on site before the eyes of customers, also contributes to the theme of culinary enjoyment and inspiration.

A cozy seating area next to the bakery invites visitors to relax.

The redesigned Edeka Hundrieser in Essen fulfills the self-imposed requirement of being more than just a "take-away station" for the essentials. The store aims to inspire customers in their daily shopping to look beyond the horizon of their shopping list and discover the world of food. This extraordinary store design leads to a deceleration and receptiveness in shopping behavior. Drawing on local industrial history and incorporating it into the store design creates a sense of community among people in the region.