Coop’s Supermarket Of The Future by Area-17, Milan – Italy

December 15th, 2016 by retail design blog


Coop’s Supermarket Of The Future at Bicocca Village is conceived as an experimental arena where shopping logics are tailored to the expectations of a young and well aware public, used to have everything at a mouse click.The main challenge faced by Area-17 and INRES was to transfer into a real supermarket the technologies developed by Carlo Ratti Associati during Expo 2015 and make them of ordinary use.


Design-wise, the goal was to integrate the high-tech solutions in warm and welcoming interiors, shifting the focus from technology itself to the whole shopping experience. The multimedia communication about products is key: more than 170 monitors counting interactive touch screen totems, monitors for augmented labels, and the 18.5×1.7 meters video-wall showing a real-time info graphic, other than two maxi screens in the restaurant area.


The architecture of the supermarket is meant to foster an overarching perception of the whole environment. The dense organization, the linear geometric configurations, and the use of low display units guide the customer through the supermarket and help him buy simply and quickly. The aesthetic pays homage to the industrial character of Bicocca, using technical materials such as metal sheets and exposed ductwork paired with finishes with a domestic flair, such as wood and ceramic tiles.

The FiorFood restaurant works in complete synergy with the supermarket. The dynamic space can be rearranged to adapt to varied needs including food events, serving either the restaurant or the supermarket. The contemporary design is defined by the interplay between technology and nature, with real floor-to-ceiling trees and movable green walls that selectively shield the kitchen, dialoguing with the vast urban park on the outside.

Design: Area-17
Photography: Pietro Savorelli

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