17 Apr 2019

Fairprice brings Singaporean soul to a new store

Singapore’s leading retailer, Fairprice, has opened its doors today at Jewel Changi Airport, with an identity and store experience created by our Singapore team.

We were tasked to create a more experiential and contemporary look to the FairPrice Finest store, rejuvenating  its existing positioning of ‘bringing the fine life closer to you’. Large scale Peranakan-style illustrations and floor motifs, with intricate detailed design touches tell a story of a supermarket “with soul” that proudly champions Singaporean heritage.

Working with local illustrator Charmaine Tan, a recent graduate of TP’s School of Design, we developed the hand-drawn illustrations in-store.

"Jewel Changi Airport is a great example of why Singapore is a world-leading international city. FairPrice has always been at the heart of this nation, and we wanted the in-store design and experience to truly showcase that pride and appreciation, as FairPrice continues to innovate for the future. Developing this store with FairPrice has been a great strategic partnership, and we’re excited to see what comes next.”

PO KAY LEE
Head of Business Development, Superunion Asia

The new FairPrice Finest store provides the best of both worlds - ranging from everyday staples with a cosmopolitan selection of gourmet products sourced from all over the world.

First published in Campaign Brief Asia.