Location: MODENA, Italy 12'000 sqm 2017
Client: Coop Alleanza 3.0
Type: Commercial

Extracoop is the new format by Coop Alleanza 3.0, one of Italy’s largest retailers. It brings to life a new approach to the shopping experience in a supermarket. Inres and Area-17 developed a highly innovative layout to meet the needs of more aware customers with specialized stores in both food and non-food areas. The first three Extracoop opened in 2017 inside the greatest shopping malls in North-Central Italy.

The project sees the checkout area moving back and making room to a sequence of Coop’s shop-in shop stores opening onto the mall’s main commercial gallery. Thus, it maximizes the use of the most valuable selling areas. Inside, more specialized stores follow one another, creating an ideal ring that encloses the food area: an actual shopping mall inside the shopping, with its lively heart in the central “Fresh Products Lane.” The vocation of diverse commercial areas is highlighted by a digital signage system specifically designed for this new format. Area-17 developed the concept coherently with the in-store communication design and produces contents that aesthetically characterize the playlists.
Area-17 is also responsible for the naming of the new store sign “Extracoop.”
The interior and furniture design is by Schweitzer Group.

 

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