After years of planning and construction, Edeka Eisbrenner opened its new store in the Braunschweig Welfenhof on the Packhofpassage in May 2026. Across approximately 1,600 square metres of retail space right in the city centre, this new destination brings together freshness, regional produce, and a well-considered store concept. For the sound design of the new location, retailer Manuel Eisbrenner has chosen ReAct Now.
The Instore Radio provides a cohesive audio atmosphere across the entire general sales floor – a pleasant sonic backdrop that accompanies customers throughout their shopping experience and makes the store’s personality audible. In addition, two departments receive their own distinct sound zones: the wine section and the fruit & vegetable area each get bespoke sound worlds that emotionally support the product presentation. In the wine section, a calm, atmospheric soundscape creates the right sense of pace for a considered product selection. In the fruit & vegetable area, fresh and lively sound design underscores the naturalness and freshness of the produce.
This approach – a sonically differentiated staging of individual product areas – is no coincidence, but a deliberate concept. Studies show that targeted sound design increases dwell time in relevant areas and can positively influence purchasing decisions. For a city-centre store that positions itself on quality and shopping experience, this represents a measurable competitive advantage.
The result is a store that convinces not only visually, but also carries a clear sonic identity – modern, atmospheric, and tailored to each individual department. For Edeka Eisbrenner in Braunschweig, this is an opening that sets a standard.
