PENNY: A successful supermarket transformation with urban art
What happens when a supermarket meets some of the best street artists in Berlin?
It’s not every day that we answer the phone and someone says “We want to transform an entire supermarket with urban art.” What’s more, when it did happen, it was particularly exciting and refreshing to see a supermarket with such taste and trust in the artists’ skills. PENNY blew us away with their openness to ideas, letting us bring in four entirely different, yet all stunning artists from Berlin: Vikunia, Vidam, Fabifa, and Innerfields (Holger, Jakob & Veith).
The task was challenging: every possible wall above the shelves and the supporting columns was to be designed by the artists. Every wall belonged to a certain section of the supermarket’s assortment. That’s why you’ll see Vidam painting bananas, Innerfields staging salamis and ham, Fabifa taping a chunk of cheese, and Vikunia illustrating a newspaper stand. This theme was extended by an extra twist: the artists were asked to subtly bring the neighborhood’s characteristics into this PENNY market.
“With this PENNY market, we intend to dedicate something truly unique to Friedrichshain that visually blends into the neighborhood and reflects the life around it. Of course, this includes the lively street art scene which has found its place in our market through the outstanding artworks of five local artists. The motifs are authentic, vivid, colorful and stand for everything that we want our PENNY BOX80 to express. “ – Sascha Fischer, PENNY
For example, Fabifa got inspired by a statue called Sternenwächter (2005-2006, Christine Gersch) installed close to the market, and brought her own tape art interpretation of it to the wall.
See how Fabifa, together with other 4 female street artists, helped Maybelline communicate a message to the local women in Berlin.
Behind the scenes
Have you ever seen an empty supermarket without shelves and products in it? For us and our artists, it was impressive to see the huge empty white box when we first visited the site. Quickly, paint and tape found their way onto the walls and over a span of a few weeks the walls became way more colorful.
A walk through the market
Entering the supermarket from Boxhagener Straße, you spot the first artwork: Innerfield’s tattooed “Friedrichshainer” showing you how you may look when walking back out – carrying a mountain of groceries in your arms. You can see the first section, “Grünzeug”, (“green stuff”) designed by Vidam. Moving on, you’ll find candy, dairy, drinks, and every other possible item a supermarket stocks. Vikunia’s “Tschüss” (“Bye”) bids you farewell, and Fabifa’s depiction of a young woman – maybe a self-portrait? – made entirely out of tape waves as you leave the cash register.
None of this would have been possible without the incredible agency TeamWFP, who planned everything from the grand concept to how the artists could access the new supermarket’s construction site. Every artist was clearly allocated their walls and themes, receiving floor plans and clear instructions which gave them the ideal amount of artistic freedom – enabling them to realize their creative visions while staying consistent with PENNY’s identity.
“PENNY BOX80 is a very special project for us. A wild, colorful, modern market, where we were able to translate the lifestyle of such an exceptional city neighborhood as Friedrichshain into a market concept. Everyone involved can be really proud of the result - we definitely are.“ – Thomas Leuschen, TeamWFP
The cherry on top
With this new shop, PENNY won the POPAI D-A-CH Award in the category "Visual Merchandising, Retail Design, Shopfitting, Shop in Shop Systems, Flagship Stores". A big prize for PENNY and a huge compliment to our artists. Yet more proof that graffiti advertising is turning heads around the world! See how other brands are incorporating graffiti and street art into marketing activities like out-of-home advertising.
Also check out the promo video for more insights into the new market:
Related creative stories
Browse through other features, interviews and guides to discover creative brand collaborations, meet innovative artists and creators, find out how new artforms are energizing advertising, & more.
Benefits of mural advertising: Getting your brand out there, loud and clear
The clean art craze: reverse graffiti is the transient artform responding to urban dirt
Sweet Celebrations: Creating a Graffiti Advert for Katjes
Thomas Sabo x Rita Ora: Fashion Week meets street art
4 of the best street art advertising campaigns
From rags to riches: The process and costs of mural advertising
Breaking taboos with Maybelline Berlin: Tape and graffiti advertising for mental health awareness
Outdoor Advertisement: Advantages and Disadvantages of a Marketing Original
Making the World a Better Place: Examples of Mural and Graffiti Advertising
Advertising murals: How to find the right collaborations?
Send us your briefing
We're excited to hear from you! If you're looking for artistic solutions for your next creative marketing campaign, send us your briefing. We can also help create a killer concept if you're in an early ideation phase. Check out our services for more.