When S5Tech developed one of the first advanced Electronic Shelf Labeling platforms, 21AM was entrusted with turning its innovation into a complete product system capable of meeting the demanding requirements of large-scale retail organizations.
The project was driven by an extensive research phase focused on the operational needs of the grocery sector. By analyzing retail environments, workflows, installation requirements, and store operations, 21AM defined a solution that balanced technology, usability, and scalability. The result was not simply a family of electronic labels, but a fully integrated ecosystem designed around the realities of modern retail.
21AM designed the first generation of ESL devices, creating slim, shelf-integrated labels optimized for readability, durability, and ease of installation. The project expanded to include mounting systems, promotional accessories, network coordinators, hub devices, and digital tools for system management and price updates.
Beyond design, 21AM supervised the entire industrialization process, coordinating suppliers and manufacturing partners across Italy and Europe to bring the concept to production. The studio remained involved through deployment, participating directly in the first installations carried out within the pioneering Carrefour Express concept stores. This hands-on experience ensured that every design decision was tested against real operational conditions, reinforcing the project's effectiveness and long-term success.
The ESL System exemplifies 21AM's approach to strategic design: combining deep sector research, industrial development, and field implementation to transform emerging technologies into market-ready solutions.