Rewe Richrath (D)
A supermarket for connoisseurs
REWE Richrath in the Opern Passagen, Cologne
Customers should anticipate everything here, except the ordinary. Customers become emotionally involved even on approaching the entrance area of the supermarket, framed by a range of delicious gastronomical offerings over 400 sq, featuring anything from pasta and espresso to sushi. Spaces are designed to be generous, it smells wonderful, and in the fruit and vegetable department, the first thing to catch the eye is a bright red tractor. And so it goes on. There are always new sights to see, corners to explore and eye-catching products to discover. Such as artfully-lit herb decorations, brick walls, high-quality wooden flooring, extensive motifs and pools of light with dynamically changing colours, adjusted according to the time of day.
The overall concept for the store and the gastronomic area was developed and brought to life by REWE Richrath and Alldesign in Essen, led by Richhard Grewert and in conjunction with Wanzl. The sophisticated range of goods convinces of its own accord, placing great emphasis on regional products and high quality. Here there are over 20,000 items in a range of different price classes. Each customer can decide for themselves how much they want to spend. Pots of mustard are available at the price of just 29 cents, or at nearly 15 euros for the gourmet version seasoned with champagne. "Cologne residents are demanding shoppers." Peter Richrath is certain of this. Large sections of the supermarket are therefore kept aside for fresh-food counters, as well as a 7.5 metre-long salad bar.
The area around the travelator down to the lower floor of the 1,600 square metre shop floor sets the stage for the main event – a vertically-mounted wine collection spanning two levels, a giant chandelier made of empty wine bottles and enormous images. Just a couple more examples of eye-catching features in the store. In the checkout area, the Richraths opted for high-tech support – in addition to operator checkouts, there are also four self-scan checkouts ready for self-service operation.
The Wanzl fruit and vegetable round pipe displays, with maximum product density, present freshly harvested products and ensure strong customer loyalty. Ceiling panels provide orientation and add to the enjoyment. Apples, tomatoes and so on must taste great for customers, but the presentation has to appeal too – Wanzl takes care of this at REWE Richrath with angular displays featuring a high-quality wood finish. Shoppers in Cologne can rest assured regarding the freshness of their regional goods, including a selected organic range, thanks to the motto "We're from right here – short journeys for longer enjoyment!"
