Hieber's Frische Center KG is a regional retail chain belonging to Edeka Südwest that focuses on fresh food. With 16 stores spread throughout Germany, the Hieber family of retailers is among the most successful in the German-speaking region.
The branch in Bad Krozingen can be called the most prestigious. Various recent awards prove the Hieber family's innovative strength and visionary entrepreneurial spirit.
The South Tyrolean shopfitting company Schweitzer and its sister company, the retail design agency Interstore, were entrusted with redesigning the shop in Bad Krozingen. As part of the restructuring, the entire building was extended, increasing the sales area, and a medical centre and a fitness studio were added.
The store concept aimed to emphasise further the extraordinary quality of the branch's fresh food departments. In a total area of 2,960 m, the fresh food departments were redesigned to focus on a more targeted customer approach and efficiency.
The fresh food departments were already top-rated before the renovation and were enlarged again. For example, the meat counter was extended to 40 running meters. A cheese tower was integrated into the cheese department, and a wide range of cheeses was added to new self-service refrigerated counters. Customised refrigerated counters in the fresh food areas contribute to a feeling of lightness in the store. The meat and fish departments also feature versatile self-service furniture that can be used for promotions and continuously adapted to emphasise the marketplace character of the area. Depending on the customer flow, the counters can quickly and flexibly switch from service to self-service.
One of the tasks of the new store concept was to give the store a personal and charming atmosphere in which consumers feel comfortable. To create a pleasant ambience, the ceilings of the high rooms were lowered at focal points by elegant, "floating" wooden structures. This way, the focus was placed on selected areas, such as the fresh food and service departments, and a clear and homely feeling of space was created.
A reduced colour palette and natural materials such as wood and concrete harmonise with the green of the many plants that wind their way from the ceilings and walls and accompany the consumer throughout the market.
One of the visual design highlights of the market, the partition wall made of glass bricks facing the small kitchen, catches the eye. A custom-made piece of furniture for a carefully selected wine assortment is found in the newly integrated wine department, highlighted by a wooden floor and impressive circular light fixtures. Product islands are strategically placed in the cosmetics and confectionery areas to test new ranges and continually surprise consumers.
The graphic concept plays a prominent role in this market. The importance of human interaction in connection with the brand's focus on freshness is emphasised by implementing modern illustrations in street art style. Oversized hands, depicted on the walls and holding the appropriate product for each department, guide the consumer through the store and, at the same time, serve as a pleasant orientation aid. Well-thought-out storytelling also emphasises the market's primary competence in communication: freshly milked, market-fresh, freshly cut, freshly caught, and freshly baked. Short, concise, and wittily formulated, the consumer immediately knows what it is about.
The skillfully placed contrasts between straight-lined architecture and playful graphic elements, neutral materials and colours and technological tools such as digital screens contribute to the entire area radiating lightness, freshness and modernity.
The lighting concept implemented by our lighting partner Imoon underlines the store concept and the associated highlights on the fresh food departments with visual eye-catchers.
Arrow-shaped light fixtures and the decorative ceiling design guide consumers to the checkout zone, where manned and self-checkout counters lead to the exit area. There, consumers can sit for a coffee in the bakery or snack in the pizzeria. What is notable is that this area also remains open on Sundays.
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