Laboratory abstract

The typology, layout and organization of the SUPERMARKET present an extraordinary uniformity to the eyes of common people. A closer look reveals that there is, on the contrary, a variety of formats with substantial differences, especially in terms of strategy and service. Today, even the most traditional formats are opening up to signiLcant changes that affect the entire retail sector and urge new studies of the effects they had and that they are having on the evolution of this type of stores. The course proposes a "design oriented" reading of these trends in relation to a highly competitive sector that is facing the pressure of new shopping options and greater sensitivity for the environment and health (to name a few: reduction of plastics in the packaging, transparency and traceability of food production, rising of bio and eco-sustainability products).

La Esse Boutique2021-10-16T19:01:30+00:00

Project Description

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La Esse Boutique

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Course: Laboratorio di Design degli Interni (Section I1)

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Academic Year: 2020/2021

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Professors: Alessandro Villa, David Hirsch

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Tutors: Alessandra Litta Buttè, Alice Dian

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Partners: Esselunga

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Students: Federica Alocchi, Adele Ariozzi, Anna Maria Chiarello, Michela Zaninelli

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La ESSE Boutique is a new minimarket format designed for a project in collaboration with the Italian brand Esselunga. The district of Missori is where we can find laESSE shop, at the corner between Corso Italia and Maddalena St. This is a very busy area thanks to the presence of historical buildings, offices and commercial establishments. The turnout inside the store of categories of customers which we classified as genuine, aware, curious and enterprising users has determined the choice of products for the new offer. Quality products are the protagonists of the selection made for LaESSE Boutique. Among the Esselunga brand lines it is possible to find: Top, Bio and Naturama. In addition to these, collaborations with external brands such as Frolla and Bella Dentro have been added that give social value to the shopping experience. The interior design has been developed giving much importance to the windows that create a beautiful and neat indoor-outdoor connection. Once inside the building, we have large and fluid spaces that interact with each other. On the ground floor we find the fruit and vegetable department on one side, and the bar on the other. From here we can take two different routes: move to the basement to continue with our shopping along the path of the minimarket or go up to the mezzanine for food and drink consumption.

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