As the new anchor tenant, EDEKA has a large role to play in addressing the ambition for the modernized Forum Steglitz. To support the overall ambition of addressing 'local needs', EDEKA would have to answer with a store concept that acts, feels and speaks to its audience, to be a positive addition to the neighborhood. In essence, the key challenge was to make EDEKA Steglitz fit in like a local and to be the destination for their weekly whop.
A touch of localization comes through 'No1', a playful reference to the mall address on Schlossstrasse, evident within gastronomy station branding & general communications throughout the store. The task for Schweitzer was to design & execute the concept including layout, branding & communication, departments, furniture & VM.