EDEKA-Zukunftsmarkt in Nauen
Gold
Excellence in Brand Strategy and Creation
Brand Communication – Point of Sale
Details
The sustainability concept, developed in collaboration between WWF and EDEKA, uses "tags" throughout the store to inform customers about how sustainability goals shape the store design. Sustainability has been central from the start, influencing the entire project. The store layout is flexible, allowing short-term adjustments for seasonality and new assortments, as well as long-term changes to layout and offerings. This ensures design flexibility while maintaining sustainability. The focus of the concept is on sustainability through reduction.
The Jury‘s Statement
The „EDEKA-Zukunftsmarkt“ (EDEKA Future Market) project embodies an outstanding fusion of sustainability and reduction. It consistently utilizes natural materials, recycled elements, and low-CO₂ technologies, precisely integrated into both the architecture and store design. Particularly impressive is the Waterloop technology, enabling energy-efficient cooling and heating, alongside the modular flexibility of the cooling and fresh produce sections. The communicative implementation of the motto “The future is...” effectively imparts knowledge and raises customer awareness about climate protection. This project sets a significant benchmark for sustainable brand communication at the point of sale, combining aesthetic clarity with strategic depth while making sustainability tangible.
