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Different every time,
but always REWE To Go


 

assignment

The convenience market is growing rapidly. The REWE Group has jumped onto the convenience bandwagon by launching REWE To Go. Unlike the REWE supermarket customer, a target group that we know everything about, the REWE To Go customer is considerably younger. REWE asked us to develop a new, modular concept that meets the needs of young, urban consumers. The starting point was the visual identity recently redeveloped by REWE.

The convenience store industry is showing steady growth in an increasingly competitive market. REWE, the German supermarket chain with more than 15,000 stores worldwide, decided to invest in a new store concept to stimulate their expansion.


result

seamless design, applicable in many different locations
higher customer satisfaction
above-target turnover
design and build, thanks to optimal cooperation with client and building partner

client

REWE Group AT


project

Rewe To Go


category

food retail


scale

150 m2


our approach

The 'A convenience marketplace by REWE' concept is based on a modular approach, and this approach is translated to the REWE stores. Like in a real market where stalls can be put in a different place every week, the modular approach allows for greater flexibility to make changes to the product range. As a result, it's possible to respond quickly and effectively to new customer needs and also tailor the range of products to local customer profiles.

The design is based on a clear set of principles with regard to layout, routing, functionality, materialisation, wayfinding and communication. The new layout allowed us to strike the right balance between the product categories 'food for now' and 'food for later', which in the old concept was mostly mixed up.

The layered look-and-feel structure works well with the nature of the concept: urban, dynamic, fresh and active. A timeless atmosphere expressed in warm shades of grey, smooth natural wood and matte tiles forms the basis. The refrigerated units and racks have a sleek, industrial look. Wayfinding elements with geometric fonts and colourful murals with playful urban references add identity and character.

A modular approach to product range management makes it easy for stores to adapt.

A modular approach to product range management makes it easy for stores to adapt.
Wayfinding elements with geometric fonts and colourful murals with playful urban references add identity and character.

Wayfinding elements with geometric fonts and colourful murals with playful urban references add identity and character.

Wayfinding elements with geometric fonts and colourful murals with playful urban references add identity and character.

'The store’s results have really exceeded our expectations in terms of revenue and customer traffic.'


Philipp Pauly, Head of REWE Convenience Formats.

Curious?

Sander Bos

strategist | partner

Rita Martins

architect

Why visit this place?

In the past seven years, REWE To Go has been chosen 'Store of the year' no less than four times. The store is now a familiar sight at train stations and petrol stations across Germany. The concept is currently being rolled out in new locations, with the first store to be opened in Bonn. Want to learn more about convenience and high traffic? Join Sander on a trip to Bonn, or to Düsseldorf or Frankfurt soon.