Hybrid Food Retail

Hybrid Food Retail

Rethinking Design for the Experiential Turn

by Bernhard Franken and Alina Cymera

Published by: Frame Publishers

Imprint: Frame Publishers

400 Pages, 6.50 x 9.50 in

  • Paperback
  • 9789492311399
  • Published: June 2020


The supermarket design of the past sixty years was developed not by designers, but by supply chain managers as an optimized logistical solution. The storytelling metaphor was that of a logistic center and the client was part of the supply chain. This metaphor was enough, since it implemented the lowest possible cost and no money spent on fuss. In times of disruption by online retail, the industry is looking for new storytelling metaphors. This leads to all kind of hybrid typologies blending the supermarket with gastronomy, event, stage or co-working. This book explores these new developments and explains how to apply them.