A new shopping experience: Edeka Center Potsdam

November 3, 2022
Minden is the largest of the 7 regional EDEKA operations of Germany, counting the capital Berlin and the bordering city of Potsdam within its territory. On the outskirts of historic Potsdam is Stern-Center, the largest shopping center in the region. The Edeka Center has taken the previous REAL location within the Stern-Center shopping mall, serving a broad range of customers predominantly on weekly shopping missions.
Edeka Center Potsdam

Challenge

Following the openings at Weserpark and Steglitz for the same owner, the objective at Potsdam was to retain a similar albeit localized design language, while adapting the design experience with a different assortment for a different set of customer needs. Spread over 7000m2 & set over 2 floors connected by central escalators, the challenge was to arrange the layout with an intuitive and exciting design concept to motivate shoppers to visit all parts of the store.

Edeka-Potsdam_Schweitzer_Interstore

Highlights

  • High-contrast, colorful design that gives each area its individual character & responds to the market’s surroundings. Well-known symbols of Potsdam’s culture have been graphically abstracted onto the bright blue walls.
  • The interplay between fresh & non-food ensures a motivating customer flow across the whole store. Located in the midst of non-food worlds, fresh food departments surprise with individual brand images & fresh products.
  • The Italian deli “Amor” & the “Backmeister” provide seating for on-site consumption with an extended service and self-service offer.
  • One-stop-shopping thanks to a diverse food & non-food offer
  • Visual merchandising is characterized by highly distinct & voluminous promotional displays, actively alerting customers to current discount promotions for their weekly shop.
  • Entering the store, fast food missions are immediately tailored for, including a self-service Jungle Juice Bar, a food-to-go/salad bar & the fresh bake-off, conveniently facilitated by a shortcut to the checkout.