Located in the HUMA Shopping Center in Sankt Augustin, EDEKA Hemmersbach was designed to appeal to a fashion-conscious audience. Inspired by the visual language of contemporary fashion retail, the concept elevates everyday grocery shopping through a modern and lifestyle-driven atmosphere. Custom AI-generated Fashion × Grocery imagery combines food and fashion in unexpected ways, creating a distinctive identity that reflects the surrounding shopping destination and transforms functional spaces into memorable brand experiences.
Design by friendmade®. Build by Stapelbroek GmbH.
EDEKA Hemmersbach redefines the traditional supermarket through an open layout, clear sightlines, and intuitive customer flow. Natural materials, warm textures, and contemporary finishes create a welcoming environment that balances functionality with experience. The result is a retail space that feels modern, accessible, and designed to encourage exploration.
To create a more relaxed shopping experience, the design introduces home-inspired elements that bring warmth and comfort into the store. Decorative lighting, carefully selected materials, and residential design cues soften the retail environment and encourage customers to slow down, browse, and enjoy their visit. The result is a supermarket that feels inviting, familiar, and enjoyable to spend time in.
A bold colour palette and a clear typographic system help customers navigate the store with ease while strengthening its contemporary identity. Colour-coded areas improve orientation, while large-scale signage ensures excellent visibility throughout the space. Together, these elements create a friendly, modern atmosphere that enhances both the customer journey and the overall brand experience.
