In the summer of 2022, I photographed two new Edeka stores, Edeka No.1 at Forum Steglitz at Schloßstraße No. 1 and the Edeka Center in Potsdam's SternCenter. Both stores are managed by Edeka Minden, the largest of Edeka's seven regional operations in Germany. Schweitzer Retail and the design agency Interstore developed and implemented the concepts for design, layout, branding and communication.
In both stores, the focus of my task was not only to document the versatile fresh food and self-service counters, but also to photograph the playful design concept. In Berlin's Edeka No.1, for example, graphics with typical Berlin dialect were implied. The colorful design of both stores and the matching visual merchandising were also the focus of the shots.
