Workshop

Projects for a new generation of stores

Esselunga/Politecnico di Milano

Premise

The acronym MMR, Mass Market Retailers, defines a system of large stores, organized as a chain, under the same brand and usually classified according to the size of the sale area. The classification of the "supermarket" based on synthetic parameters provide a good identikit, but does not provide information on the identity of this kind of space, born over a century ago in the United States.
The type, layout and organization of the supermarket present an extraordinary uniformity in the eyes of the public; they reflect the consumers' purchasing habits and also the logistic needs of the mass market retailers. A closer look reveals that there is a great variety of formats with substantial differences especially in strategic and service terms.
Today, even the most traditional formats are opening up to significant changes that affect the entire trade market and push new studies on the evolution of this kind of store. Nevertheless, it is important to consider the impact that the Covid emergency has had on the management of the retail spaces and on the supermarket in particular, without forgetting that during the pandemic and the consequent lock-down of all activities, supermarkets guaranteed a unparalleled continuity of service and were indispensable for the supply of primary goods for almost the entire population.

Project

The theme of the workshops in collaboration with Esselunga was the design of an urban supermarket focused on some innovative issues, such as:

_ new technologies to create seamless experiences between real and digital;
_ strategic role of the physical store;
_ integration of mobile devices and apps at the center of e-commerce;
_ growing demand for transparency and sustainability.

In addition to these lines of development, it has become important for the customer to shop safely and for the companies to ensure high hygiene standards.

sponsored by: Esselunga/Politecnico di Milano
location: Politecnico di Milano
year:
2019/2020
2020/2021

workshop concept e management:
Alessandro Villa
David Hirsch

workshop team:
Alessandra Litta Buttè
Alice Dian
Mario Abruzzese

Image above:
The Corso Italia La Esse
Amadori Ruben, Mulè Valeria, Tanieli Sofia, Simone Laura

La Esse di Corso Italia - Amadori Ruben, Mulè Valeria, Tanieli Sofia, Simone Laura - Alessandro Villa architect

Hybreat - Gulia Guglielmi, Maria Nardi, Laura Zani - Alessandro Villa architect

HEDO - Berardinucci Elisa, Fedrigo Annalisa, Secchi Elena - Alessandro Villa architect

alessandrovilla studio

Workshop

Projects for a new generation of stores