Hybrid Food Retail: Rethinking Design for the Experiential Turn
Alina Cymera, Bernhard Franken
This handbook prescribes hybridization – a fusion of gastronomy, co-working, hospitality and performative formats – as a powerful remedy against the digital disruption of the food retail industry.
Online shopping and changing consumer demands radically transform the food retail industry for the first time since the introduction of the supermarket in the 1930s. After decades of stagnation, food retail is currently one of the most creative and fastest developing typologies in spatial design.
As a result of a 3-year research project with over 100 students of retail design at PBSA Peter Behrens School Of Arts, University of Applied Sciences Dusseldorf, Hybrid Food Retail offers an overview of the history, presents an encyclopaedic analysis of the elements, and highlights the emerging trends in the food retail industry. As new formats are being developed, this handbook prescribes hybridization – a fusion of supermarket and gastronomy, co-working, hospitality and performative formats – as a powerful tool against digital disruption.