The Ask: Reinvent the HEMA Food Retail Experience and create a new format to support the HEMA 100 (centennial) brand re-set: to make HEMA truly HEMA (echt HEMA!) again.

The Approach : Set a clear concept direction grounded in the brand promise, defined four experience pillars, and worked with the client, the design team and external consultants to develop and unified and own-able food retail format.  

The Outcome: Delivered four pilot stores in early 2023, integrating Hema Food (Food service, Bakery and Food Retail) and Hema Non-Food, improving the customer journey and the overall brand perception. The concept is currently being rolled out across 100+ stores in the Netherlands.