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Shopping beneath the cloudy sky
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Cloudy sky in the Migros Market at Limmatplatz, Zurich (1952) 
Cloudy ceiling above “living plants” in the Migros Market at Limmatplatz (1952) 
Customer in the consumer items department (1952) 
Supermarket heaven (1952) 
«... and a cheerful Migros Market competition» (Wir Brückenbauer, 1952)
An artificial sky full of clouds gave the interior of the Migros Market at Limmatplatz a cosy atmosphere. A competition in the Brückenbauer helped to make this unique ceiling a hallmark of the Limmatplatz shop.
The most noticeable detail of the first Migros Market is the “unique ceiling design” in the form of a cloudy sky. This is supposed to create the illusion of shopping in the open air, such as at a market. With indirect lighting, the clouds should ensure a “differentiated lighting” and a homely atmosphere. This ceiling design is typical of the 1950s, and may have been inspired by the painted cloud ceiling of the Finnish architect and designer Aalvar Alto.
The unusual ceiling quickly becomes the symbol of the branch. The Migros communications strategy also helps promote its fame. The Wir Brückenbauer launches a “cheerful MM competition” where an abstract section of cloudy ceiling is shown. The competition question is: “What is this? If you don't know, then we recommend you visit the Migros Market: because that’s where the photo was taken...”