Albert Heijn Groot Handelsgebouw

Project
Albert Heijn x Wholesale building

Context: one location, multiple identities.

Context: one location, multiple realities

In the Groothandelsgebouw in Rotterdam, Albert Heijn is realizing a new urban retail environment in which multiple functions come together: a foodhall / convenience zone, a full-fledged supermarket in the basement and a coffee outlet at the entrance.

Between these functions lies one central space: the traffic zone. Not a store, not a destination, but the place where orientation, choice and experience come together.

This project explores how brand, building and routing do not weaken, but rather enhance each other.

Design task

The design revolves around three fundamental questions:

How will Albert Heijn get its own identity at this location?
Not as a standard AH, but as AH x Rotterdam x Groothandelsgebouw.
How do we create a clear distinction between convenience and supermarket?
Without compromise, but with clear choices.
How do we design recognizable specials within both worlds?
So that each zone has its own reason to visit.

An additional question plays a key role here:
How do we make wayfinding not an add-on, but the foundation of the experience?

Strong
in brand recognition.

1. Traffic – the connecting layer

The traffic zone is not a neutral residual space, but a deliberately designed transition area.

Function
Orientation, referral and rest.

Character
Reserved, calm and in dialogue with the building.

Design principles

Lines and “double rails” in the ceiling intuitively control walking directions.
Subtle touches point toward foodhall, coffee and supermarket.
AH blue exclusively marks the entrance to the supermarket.

The traffic zone leads without forcing. Routing happens subconsciously: nudging instead of signage.

2. Foodhall – the distinctive experience

The foodhall is deliberately not the classic Albert Heijn world.

Positioning
Fast, moment-driven and urban. Focused on lunch, convenience and momentum.

Character
Rotterdam: industrial, powerful and colorful. More expression than the traditional AH formula.

Design

Base (floor, walls): the Groothandelsgebouw.
Furniture: Albert Heijn.
Identity: a contemporary food hall with a clear emphasis on fresh, convenience and speed.

This makes the foodhall a place where experience is allowed to prevail, without losing the logic of shopping.

3. Supermarket – the familiar AH

Where the foodhall surprises, the supermarket must convince through recognition.

Positioning
The classic, powerful Albert Heijn.

Goal
Confidence, overview and efficient shopping.

Design

Strong deployment of AH blue.
Recognizable AH elements and formulaic principles.

Crucial element
The stairs form the starting point of the supermarket and are clearly visible from the traffic zone – both upstairs and downstairs. The supermarket announces itself before you even get there.

Experience through contrast and timing

Experience is created in this project not by adding expression everywhere, but rather by organizing contrast. The quiet, almost subdued traffic zone makes the transition to the foodhall palpable. In the food hall itself, product groups such as sushi, bread, beverages and Gall & Gall are clearly present and add color to the space.