Coop Italia Supermarket of the Future, Milan

Carlo Ratti and Coop Italia’s high-tech Supermarket of the Future concept made waves at Expo Milan 2015. So much so that the company has partnered with Accenture and Studio FM Milano to make that concept a reality, bringing tomorrow to today.

Opening its doors in December 2016, the 1000 square metre futuristic flagship serves Milan’s university neighbourhood of Bicocca, reaching a forward-thinking, progressive audience. The store provides an augmented reality twist on the supermarket shopping experience that aims to mark an evolution in the way people shop for groceries and think about their purchasing habits.

Accenture and Studio FM Milano have brought augmented reality to the supermarket, giving shopping a technological boost.

The space has been crafted in response to feedback from its original Expo Milan outing, with interactivity, sustainability and personalisation high on the agenda. It’s an extension of Ratti’s vision of using data to create transparency around food sourcing and subsequently promoting more informed, sustainable shopping habits.

More than 6000 different products are displayed on interactive tables that use gesture recognition technology to provide nutritional facts, places of origin and supply chain information at the wave of a hand. Smart shelving systems are used to provide an insightful approach to shopping and product information to promote more informed shopping habits, while a 20-metre long data visualization wall engages shoppers in the Coop brand and journey through special offers, recipes and social media updates.

The store aims to use data to facilitate a preference for fresh, local products while also providing information tailored to individual shoppers – bringing the wholesome, personal touch of the produce market back to supermarket shopping in a technology-augmented way.