Based on a chain-wide retail audit, Retail Access and da paolo Gastronomia found that although
interest in fresh gourmet offerings was strong among affluent, well-travelled Singaporeans:
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Few of them understood da
paolo Gastronomia’s unique
gourmet takehome offering
instinctively just by looking
at the store
Singaporean consumers also
had difficulty understanding
that the food in the chiller
was freshly made
And psychologically speaking,
some were probably intimidated
by the unique sale-by-weight system that had become a thing of the
past in the modern-trade dominated retail sector
Rather than tackling the issues in silos, da paolo Gastronomia and Retail Access took a 360-degree approach
from the point of view of the actual, typical Singaporean shopper.
Most radically and importantly was the decision to focus the design on the insight that “freshly handmade” was
a valued symbol of authenticity for the locals. Whereas before the authenticity focus was on the staff-assisted
weighing stations; the store redesign brings the once hidden kitchen, centrestage.
EXPERIENTIAL OPTIMISATION AESTHETICS,
INFORMATION AND SERVICE
As the curtain was raised for the
opening, it was a living authenticity
that customers experienced as they
soaked in the “live” crafting performances of the pizzerio and pasta
chef with its connotations of expert
technique and the finest ingredients.
The journey of discovery that awaits
customers has also become much
more personal-private and approachable. Instead of having to
have the food weighed, it is now
self-serviced; something which Singaporeans implicitly understand and
are familiar with. The selections are
already weighted and packaged or
sold in slices (for e.g. for their pizza).
Combined with the effect of the design of the signages through to the
textured, raw wood panelling and
trays that display the food--da paolo
Gastronomia at Pasarbella is now
teeming with delighted Singaporeans excited at the prospect of sharing authentic gourmet food in the
comfort of their homes.
“
Simply put, what consumers want today is the assurance that the products
they are being offered are
genuinely good for them.
Not by more marketing nut from being able to GET
A SENSE OF THE REAL.
VOICE #1 p.7