the supermarket of the future
(for Esselunga)
PLACES OF FOOD

what will be the store of the new future? the project asked us to imagine how the “Esselunga of the future” should look like, in terms of visuals and especially conceptually: proposing creative and disruptive solutions. to reach these solutions, we went through some key questions,emphasizing the following one: “the new normal will be the old normal plus something different or the new normal will be completely different?”

to design this new concept, as group, we had to explore different aspects of the store itself, as well all the topics of the food system as a whole. from the service and commercial offers, the relation between physical and digital spaces, the technology role, the customer/people journey and user experience.

MY ROLE: after our team research and brainstorming, and once we defined our concept together, I was tasked to design the logo, the trucks and to look for materials/furniture to integrate in our spaces (and then digitally color them). last, designing a website for our concept - esseQUI.

it was carried out by a team of students during the master studies in Food Design and Innovation, Scuola Politecnica di Design, Milan, Italy. 2020.