Emart hypermarkets, the leading business of South Korean retailer Shinsegae group, has opened a premium fusion supermarket and food hall concept, SSG Food Market. A reinvention of its Star Super brand, the new venue in Dogok, Seoul has been redesigned by Landini Associates at every customer touchpoint, including the built environment, naming and identity, furniture and fixtures, signage and communications, ticketing, menus, points of sale, advertising style guides, packaging and uniforms.

“SSG is smashing its targets and it just goes to show what can be achieved by a client with tenacity and vision that allows one design team to cohesively influence every aspect of the customer experience”, said creative director of Landini Associates Mark Landini. “We loved every minute of our collaboration”.

The result is a 4000sqm modern market where locals can do a daily or weekly shop, or dine in with friends at one of the many in-store restaurants and cafes. The basement site is located below two high-end residential apartment buildings, which visitors can enter from a sunken courtyard on street level or via an internal car park.

Attracting a newer younger audience whilst rewarding its existing base, the SSG Food Market is designed as a community epicentre to meet, eat and shop in throughout the day.