Rewe Richrath (D)

A supermarket over two floors in the city centre certainly represents a challenge. Since October 2014, Lutz and Peter Richrath have been demonstrating just how such spaces can be stocked to the brim and filled with life in city centre areas, as well as setting a new standard for shopfitting in the Opern Passagen in Cologne. The new REWE supermarket in Cologne city is modern and features urban design at the highest level in terms of visuals, content and technology.

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 that's how it continues. There are always new views, corners and eye-catching things 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 him or herself how much to splash the cash. 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 sq 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 check out area, the Richraths opted for high-tech support – in addition to operator check outs, there are also four self-scan check outs ready for self-service operation.

The Wanzl fruit and vegetable round pipe displays, with maximum product density, present freshly harvested products and ensure a strong customer connection. 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 timber 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!".

Products used

Round-tube display...