FairPrice, Singapore’s leading grocer and multi-format retailer, has opened its doors at the much anticipated Jewel Changi Airport. The new FairPrice Finest store offers a wide range of specially selected foods, an elevated yet relatable store experience and personalised customer service. The store provides the best of both worlds – ranging from everyday staples and daily necessities complemented with a cosmopolitan selection of premium and gourmet products sourced from all over the world to cater to both local shoppers and overseas travelers.
Superunion, the creative brand agency behind the design of the latest concept, were tasked to create a more experiential and contemporary look to the FairPrice Finest store, rejuvenating their 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.
Keen to support local talent, FairPrice commissioned local illustrator Charmaine Tan, a recent graduate of TP’s School of Design and the talent behind menu illustrations for Smokes and Mirrors rooftop bar at the National Gallery, to develop the hand-drawn illustrations in-store.
Po Kay Lee, Head of Business Development, Superunion Asia added: “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, Asia – Superunion
Dan Ellis, Managing Creative Director, Bangkok & Asia – Superunion
Romulo Castilho, Creative Director – Superunion
Puay Lin Ang, Account Manager – Superunion
Pete Tong, Designer – Superunion