Edeka Zurheide, Dusseldorf

Twice the size of any of Zurheide’s existing stores at 10,000sqm, Edeka Zurheide takes the German supermarket brand to new, hospitality-driven heights.

In the centre of Dusseldorf, the new store spans two floors of the Crown complex, giving customers access to subsidised parking and an on-site hotel. Together these make the complex a destination, not just a store.

Zurheide is a new world of experience with unique product worlds that offer grocery shoppers new highlights over and over again.

The focus of the new space is on its varied service counters, all of which feature dine-in areas where customers can watch as food is prepared on the spot. These span offerings such as a butcher, baker and fishmonger, but also include specialist counters such as a mozzarella bar and a premium beef bar.

Both product quality and service are core to the offer. Each area is presided over by a specialist who can help educate customers and inform their decision-making around a complex, high-end range. Meanwhile, integrated gastronomy caters to every dining need, from casual eats to a gourmet restaurant that’s fast developing a stellar reputation.

Large voids between the ground and first floors of the space create a window between the two areas, enticing browsing and exploration. On the ground floor is more traditional supermarket fare as well as salad, sushi and juice bars and services such as dry cleaners and newsagents. An organic produce area caters to growing local demand.

Retail theatre is evident throughout, from watching food being made on site to gourmet festivals and guest chef events. The aim is extend the supermarket experience into one that involves more than just shopping: rather Edeka Zurheide is a place to browse, dine and be inspired by culinary delights.