Nestled in the upmarket suburb of Dogok, Seoul, sits our newly opened reinvention of Emart's “Star Super”: the "SSG Food Market".
Emart is the leading business of the Shinsegae group, the largest retailer in South Korea, operating multiple brands including department stores, discount to premium supermarkets, and the mighty Emart hypermarkets.
The brief was to create a world class supermarket and food hall fusion, and Landini Associates were entrusted to redesign every detail of the new store experience. This included: the built environment, naming and identity, signage and communications, ticketing, menus, advertising style guides, packaging and uniforms. In fact every customer touchpoint.
The result is a convenient and accessible food lover’s heaven, where locals can do a daily or weekly shop, or dine at one of the many in-store restaurants and cafes. Attracting a newer younger audience, whilst rewarding its existing, the SSG Food Market is a community epicentre to meet, eat and shop in, throughout the day.
The reinvention enriched and upscaled the existing offer to include an extensive fresh department, vegie butcher serving house-made salads and juices, take home meals, Korean deli, bakery (run by hip San Francisco brand Tartine), fishmonger, butcher, Korean traditional street food, café, 200 seater restaurant, sushi restaurant,
specialist cheesemaker, western charcuterie, wine and beer department, coffee shop, dry goods area,
florist and homewares. The result is a curated selection of quality products, and a one-stop-shop for supermarket and refined specialist items. In addition the market is a wonderful meeting place to dine with friends and family,
further enriching the retail and community experience.
Our design solution creates a space of intrigue, transparency and exploration by celebrating the food, the people who make it, and its preparation.
Landini Associates established a tone of voice for the brand to reflect the new food experience. This influenced all store communications including: naming
and identity, signage and communications, ticketing, menus, advertising style guides, packaging and uniforms.
The entire site required an ownable, easy to understand signage and graphic messaging system to reflect the brand’s newly established tone of voice. The Landini design team evolved the existing SSG logo mark, developing an adaptation on communications applications to collateral and signage. The design is simple, contemporary yet classic; impactful not overwhelming. The palette is one of debossed concrete, timber, black and whites, and complimentary hits of the brand’s colour, red.
The Dogok Food Market is an evolution for SSG whilst still remaining legitimate and true to the brand’s values of: great food experiences, convenience and accessibility. The design has created a vibrant and cohesive customer experience that appeals to all ages, and the store has quickly become the new must go place for locals in Seoul. Full within minutes of opening, it remains so all day until it closes at 10:00pm. Positive customer feedback is overwhelming, and the sales are constantly exceeding store targets.