13 Aug 2019

FairPrice Xtra

A first-of-its-kind, reimagined hypermarket experience has opened at VivoCity Mall.

Singapore’s largest retailer FairPrice, opened its doors on a retail store concept that will redefine the grocery shopping experience for Singaporeans. Building on its ‘Experience More’ proposition, FairPrice Xtra at VivoCity Mall is a haven of value-added services and experiences completely unique to retail in Singapore.

The store offers families more variety, discovery and excitement than ever before, including:

  • A marketplace of local and international produce, fresh-cut vegetables and meats
  • A café serving delicious local artisanal coffee by Tiong Hoe Specialty Coffee
  • Live seafood tanks, with fresh catch such as fish, crabs and lobsters prepared and grilled by in-house chefs
  • An in-store dining area featuring ‘The Kitchen’ preparing freshly cooked meals
  • Singapore’s first bottom-up draught beer tap in a supermarket
  • A refreshed Unity store, offering health, beauty and wellness products

We worked with JDV Architecture, to develop a retail space that was inviting, dynamic, social and delightful.

“It has been a great strategic and creative partnership with FairPrice for the past 3 years, and we’re thrilled with the launch of FairPrice Xtra as a pinnacle in this journey. This reimagined hypermarket experience clearly re-establishes FairPrice’s leadership position. They are truly committed to elevating and progressing the retail experience for Singaporeans, and we’re immensely proud to be part of that journey.”

PO KAY LEE
Head of Business Development, Superunion Asia

A freshly revamped Unity store, FairPrice’s health and wellness brand, also features as part of the integrated space within FairPrice Xtra. The new store reveals Unity’s full brand refresh including new positioning and visual identity design. More than just a pharmacy, the Unity brand provides a holistic approach to health, beauty & wellness, based on the belief that a full life is one that makes you feel great, inside and out. The new Unity store at VivoCity is a space for families to be inspired, re-charge and feel positive.

“The new Unity brand is a vibrant celebration of life, and an important step towards a more holistic approach to living. We wanted to give Singaporeans a brand that’s proudly positive and helps to bring us closer together in our health and wellness goals, no matter what they may be.”

DAN ELLIS
Managing Creative Director, Superunion Asia