A unique food paradise
„A high-quality fusion between an inspiring food hall & a world-class international supermarket”, this was the clear brief from our client – owner of the largest supermarket chain in Thailand – related to the redesign of the Central Food Hall Ladprao.
In collaboration with Schweitzer, a food paradise of superior experience has been created in the pulsating heart of Bangkok.
Concept
Covering a total floor space of 4,370 m², local & international connoisseurs can expect a one-of-a-kind shopping experience, with a vast edited assortment of international & Thai delicacies.
The scope of the new concept included architecture, layout, design & in-store communication which saw the development of a series of independent own brands with their corresponding corporate identities. Special focus was placed on the fresh food departments, as Schweitzer developed individual brand identities for each of these unique departments, which fit seamlessly together in the overall concept & allows harmonious connection between the differing fresh departments.
These individual departments range from an Austrian baker, the German butcher & the French cheese & wine experts & are all characterised by delivering a superior service, thus reflecting the corporate philosophy of our client. The most significant & innovative feature is that in most departments the specialists are available to assist customers next to or in front of the counters, avoiding any physical barriers between customers & the product ambassadors. The Central Eatery is located in the middle of the fresh food departments, with its open show kitchens & varied menus it is the meeting point for food lovers & the true heart of the Food Hall.
Highlights
- 360° of culinary delights: a place to buy food, meet other ‘foodies’ & savour a variety of cuisines
- Development of the all-new logo which will be utilised for all stores in the Central Food Hall estate
- Branding of the fresh food departments including individual logos, personalised packaging & product ambassadors uniforms
- Partial elimination of the counter as a physical barrier between experienced product ambassadors & customers: the main focus is placed on the customer
- The extraordinary service concept reflected in the fresh food departments is also implemented into the customer service & checkout zone
