The store in Packhofstrasse is located in the center of Hanover in a pedestrian zone, in the basement of a building. These circumstances presented the challenge of making the market inviting and attractive for the target group. Younger people in particular were to be addressed as a target group without becoming less inviting for other groups. The basic idea was to use design elements from the field of graffiti / street art, an unusual but also sensational design approach for EDEKA. The graphics run from the entrance down through the entire store and emphasize the existing and newly added product groups. The concept is rounded off by the use of warm materials such as wood and high-quality glossy surfaces as well as textured profile frames made of metal and wood.

The choice of materials and colors supports the new focus on fresh products, such as the expanded convenience area with freshly prepared sushi, the salad bar and the extended ToGo range. With the special store concept at this location, EDEKA has succeeded in conveying quality, naturalness and freshness to customers and strengthening their confidence in the products on offer.