Ipercoop is the widest Italian mass-retailing network with approximately eighty outlets distributed on the national territory. The outlets communication and exhibition format is dating back to the years ' 80 now compromised by countless subsequent manipulations. Coop Italia, being confronted with the reorganization of the whole identity of their hypermarket model, asks the designers to solve a chaotic situation characterized by a inconsistent application of the original format with a different declination in each of the stores.
CONCEPT

The concept behind the new proposal envisages rationalisation and simplification of all the actual exhibition and information elements starting from the exhibition layout. After a first step of systematization of all the sales supporting information - Coop values, price promotions system, institutional campaigns, service information, assistance to purchase – the designers define a spatial mesh dedicated to the communication organized by areas and readability levels. This simplifies and amplifies both the customer's understanding, and the personnel managing of the rich body of information needed in such complex and variable sites.
The ethic of saving, shaping the cooperative philosophy, is also incorporated in the approach to the project, using the minimum of useful signs, operating with a continuous formal subtraction. Simplification/reduction/systematization of contents and media results in an immediate return even in terms of info displays costs and internal management efficency. Colour identification between brand and promotional offers is a further element of characterization of the intervention, which reinforces the brand in the customer perception and sharpens the point of sale. "Communicate less, communicate better" is the logic of the entire operation.

PROJECT AND APPLICATION HANDBOOKS
The project develops into a kit of – exhibiting, signaling, informative - elements supporting organisation of market areas, products promotion, and brand values. A flexible system, re-arrangeable without losing the sense that systematizes and sorts the information and orientation in buying. A system that also defines the whole image of the store.
The exhibition criteria are illustrated by application handbooks divided for specific areas of activity: entrances, multimedia, aisles and central promotional islands, info signage. Specific arrangements are dedicated to perfumery, pharmacy, sweets and chocolate, kids, fresh products. At the same time a new design of the price info system is introduced along with the creation of icons relating to the promotion, discounts, exceptional product.