Fairprice is the leading retailer in Singapore serving more than 600.000 customers per day within it’s network of over 200 stores. The new FairPrice Xtra store has opened its doors in the vibrant Shopping Mall VivoCity in Singapore. The shopping mall is serving both local customers as well as tourists. Therefore we created a concept with on the one side enables functional shopping with a very good price / quality / value proposition and on the other side creates a lot of emotional experiences for all customers.
As the central highlight in the fresh zone an integrated gastronomy with seating areas has been designed to be surrounded by all fresh departments. A Café, a fish-department with numerous aquariums of live crabs and fishes, a bakery, sushi, tea department and an instore herb garden are just some of those to be found in the fresh zone. The ice-cream truck is a storng visual point in the dry grocery, as well as the wall of value and some additional digital elements (eg. endless shelves, etc.).
This mix has been a unique challenge. The store is located on two floors with three entrances / exits – which even made the challenge much higher. The total store surface sums up to a total of 9000 sqm, which included also the complete new UNITY drugstore / pharmacy store concept. In the non-food department numerous service areas, like bike repair, luggage repair service and online pickup points are visually integrated. For UNITY drug store / pharmacy the new CI has been integrated and the service counter for the pharmacy is one of the central points in the store.