Project overview

Owner:REWE Markt GmbH
Project:REWE grocery store
Location:Hamburg Ottensen
Type:Conversion of a listed building
Services:Concept, design, realisation
Opening:March 2018
Planned area:1400m²

The goal of this project was to position a new REWE market in a historically valuable building. To achieve this, we had to harmoniously combine the special features of the location with our goals in order to create an attractive and modern market. With our design we want to remind the customers of the former industrial use of the building, precisely the factories of the ship’s propeller factory. This souvenir had to be united under one roof with the idea of ​​a high-quality supermarket. This is where culture and passion come together.

In order to make the history and architecture of the building more visible, we have kept the design of this market as open and transparent as possible. I think that we have created a working bridge between design elements from the end of 19th to the end of the 20th century and modernity. It was important to us that the new elements support the existing character of the building while fulfilling our goals. The functionality and the appearance should not contradict, but be united.

As in the past, the massive column row in the middle becomes the functional center of the high hall. By arranging the catering and service counters, the customer moves around this historic area. The retracted plane is positioned above the freshness zone directly under the column structure., from where the customer has a great view over the market. At the same time, this level is used as a multifunctional event space. By this we have developed both: functionally and optic, so basically an extraordinary meta-level for a food market.

In the front of the stage we have positioned a high-quality Grand Piano. The piano is clearly visible throughout the market and can be used for live music. The high-quality and heavy instrument embodies the aspects grade, luxury, competence and style like no other instrument. With this, we are merging the two worlds of “shopping” and “culture” in this market into a completely new way of shopping. Ultimately, we invite the customer to spend more time here and create a historic meeting place in the middle of the residential environtment of Ottensen.

We are of course aware that the new market can not be a museum. Nevertheless, we have explicitly included elements of a museum and for example created a visible link between the past and the present with large authentic black and white images (6 x 3 meters). We received these photos from a neighboring museum where we searched for suitable pictures for a long time. Even the large-scale typefaces within the market are based on 19th-century Art Nouveau writings from the 19th to the 20th century, thus creating a charming link between the times besides the historical photographs. Last but not least we have preserved as one of many the existing parts th glass surface with a view of the propeller. Thus, we not only have preserved the historical fact as such, but also transferred an immediate relation to the function of the building into the present.