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Coop | ECR
Coop | ECR
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Other Projects by pc-|< paolo cesaretti Arch-
Coop | ECR
The international movement ECR (Efficient Consumer Response) takes inspiration from innovative principles of collaborative management between large scale retail trade and manufacturers.
Based on the ECR-Italy project dealing with the Corporate Social Responsibility, since 2004 Coop, the leading Italian supermarket chain, has offered all of its suppliers the possibility to take some concrete actions in a few specific domains such as environmental protection, the defence of human rights and nutritional safety. In the foreview of its participation to the yearly appointment of the forum, Coop has trusted the design of its stand with the Milan-based vc a, who had already designed the new in-store image and
communication of the company’s hypermarkets.
The institutional vocation was the theme to be communicated alongside values such as membership, solidarity and sustainability, which have always distinguished the work of Coop and stand for its number-one communication tool.
The project has been keyed to outstanding set design simplicity. The institutional colours – white and red – have been matched in a rational mix of volumes and surfaces. Against this composition, two recurrent metaphors have been staged, namely bond and embrace which immediately remind the visitor of the company’s value-focused approach.
Reproduced on the floor as a blown-up decorative pattern, the logo is the hallmark of the four exhibit areas respectively dedicated to “fair” products, research in product design, handling of fresh products and Coop-branded products. The large bottom wall evokes and magnifies the theme of bonding values and relations.
A crowded reception and sampling area, livened up by the presence of people, completes the space layout.
This stand design has been selected for the ADI Design Index 2008.
Client: Coop Italia
Show: ECR Europe Forum & Marketplace
Place: Milano
Area: 300 sqm
Designers: vc a / Paolo Cesaretti+Cristiana Vannini, Milano
Visual designer: Claudia Astarita
Assistants: Vito Ruscio, Silvia Ferrario
Photos: Saverio Lombardi Vallauri, Milano
Based on the ECR-Italy project dealing with the Corporate Social Responsibility, since 2004 Coop, the leading Italian supermarket chain, has offered all of its suppliers the possibility to take some concrete actions in a few specific domains such as environmental protection, the defence of human rights and nutritional safety. In the foreview of its participation to the yearly appointment of the forum, Coop has trusted the design of its stand with the Milan-based vc a, who had already designed the new in-store image and
communication of the company’s hypermarkets.
The institutional vocation was the theme to be communicated alongside values such as membership, solidarity and sustainability, which have always distinguished the work of Coop and stand for its number-one communication tool.
The project has been keyed to outstanding set design simplicity. The institutional colours – white and red – have been matched in a rational mix of volumes and surfaces. Against this composition, two recurrent metaphors have been staged, namely bond and embrace which immediately remind the visitor of the company’s value-focused approach.
Reproduced on the floor as a blown-up decorative pattern, the logo is the hallmark of the four exhibit areas respectively dedicated to “fair” products, research in product design, handling of fresh products and Coop-branded products. The large bottom wall evokes and magnifies the theme of bonding values and relations.
A crowded reception and sampling area, livened up by the presence of people, completes the space layout.
This stand design has been selected for the ADI Design Index 2008.
Client: Coop Italia
Show: ECR Europe Forum & Marketplace
Place: Milano
Area: 300 sqm
Designers: vc a / Paolo Cesaretti+Cristiana Vannini, Milano
Visual designer: Claudia Astarita
Assistants: Vito Ruscio, Silvia Ferrario
Photos: Saverio Lombardi Vallauri, Milano
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