THE CHALLENGE: The MACHEREI development set a high bar. A landmark Munich site with a premium brand identity — and a competing tenant already deep in negotiations. To secure the leasehold, ALDI needed to prove it belonged there. Standard retail templates were not going to win this deal.
YEAR
2021
ROLE
Real Estate Director / Creative Director
SERVICES
Branding Concept
Store Design
THE APPROACH
I led the conceptual and brand strategy work from first brief to signed contract. The challenge was translating ALDI's identity into the visual language of the development without losing either. I worked alongside ALDI's internal teams, the development's external brand custodians, and was present in the real estate contract negotiations. Brand thinking and commercial thinking moved in lockstep.
THE OUTCOME
The concept won the pitch. From first contact to store opening: 11 months — exceptional speed for a project of this complexity.
THE MEDIA-FEEDBACK
Covered in CUBE magazine and Lebensmittel Praxis
↗ LINK: ALDI SOUTH GOES URBAN [CUBE]
↗ LINK: BILLIG WAR GESTERN [LEBENSMITTEL PRAXIS]
THE CHALLENGE: The MACHEREI development set a high bar. A landmark Munich site with a premium brand identity — and a competing tenant already deep in negotiations. To secure the leasehold, ALDI needed to prove it belonged there. Standard retail templates were not going to win this deal.
YEAR
2021
ROLE
Real Estate Director / Creative Director
SERVICES
Branding Concept
Store Design
THE APPROACH
I led the conceptual and brand strategy work from first brief to signed contract. The challenge was translating ALDI's identity into the visual language of the development without losing either. I worked alongside ALDI's internal teams, the development's external brand custodians, and was present in the real estate contract negotiations. Brand thinking and commercial thinking moved in lockstep.
THE OUTCOME
The concept won the pitch. From first contact to store opening: 11 months — exceptional speed for a project of this complexity.
THE MEDIA-FEEDBACK
Covered in CUBE magazine and Lebensmittel Praxis
↗ LINK: ALDI SOUTH GOES URBAN [CUBE]
↗ LINK: BILLIG WAR GESTERN [LEBENSMITTEL PRAXIS]
THE CHALLENGE: The MACHEREI development set a high bar. A landmark Munich site with a premium brand identity — and a competing tenant already deep in negotiations. To secure the leasehold, ALDI needed to prove it belonged there. Standard retail templates were not going to win this deal.
YEAR
2021
ROLE
Real Estate Director / Creative Director
SERVICES
Branding Concept
Store Design
THE APPROACH
I led the conceptual and brand strategy work from first brief to signed contract. The challenge was translating ALDI's identity into the visual language of the development without losing either. I worked alongside ALDI's internal teams, the development's external brand custodians, and was present in the real estate contract negotiations. Brand thinking and commercial thinking moved in lockstep.
THE OUTCOME
The concept won the pitch. From first contact to store opening: 11 months — exceptional speed for a project of this complexity.
THE MEDIA-FEEDBACK
Covered in CUBE magazine and Lebensmittel Praxis
↗ LINK: ALDI SOUTH GOES URBAN [CUBE]
↗ LINK: BILLIG WAR GESTERN [LEBENSMITTEL PRAXIS]