NTUC FairPrice concept store at Jewel Changi taps on Peranakan motifs and styles

NTUC FairPrice has unveiled a new FairPrice Finest store at the Jewel Changi Airport with the help of creative brand agency Superunion. The new concept store looks to offer a wide range of foods, an "elevated and relatable" store experience as well as personalised customer service.

Superunion was tasked to create a "more experiential and contemporary look" to the FairPrice Finest store, reflecting on the supermarket's existing positioning of “bringing the fine life closer to you”. The new concept features Peranakan-style illustrations and floor motifs with detailed design on the Singaporean heritage.

The hand-drawn illustrations in-store was by Charmaine Tan, a recent graduate of Temasek Polytechnic who was commissioned by FairPrice. In a statement to Marketing, a FairPrice spokesperson said the illustrations were designed in a bid to enhance the overall ambience of the store, together with an open ceiling, spacious aisles and ambient music to provide a "breath of fresh air" for shoppers. She explained that the new concept store targets both local shoppers and overseas travellers.

"Overseas travellers can bring a part of Singapore back home while local shoppers can enjoy an eclectic mix of products from local favourites to artisanal snacks," the spokesperson said.


“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,” said Po Kay Lee, head of business development of Superunion Asia.