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.
The reinvention has upscaled the existing food and beverage offer to include an extensive fresh department, 'veggie 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, cafe, 200-seat restaurant, sushi restaurant, specialist cheesemaker section, western charcuterie, wine and beer department, coffee roastery, dry goods, florist and homewares.
The offer is made up of both SSG-run departments, franchises (such as Starbucks) and third-party retailers.
Specialist departments are visible across the restaurant's open kitchen. All the production is exposed, and chefs work in glazed pavilions serviced by counters showcasing this theatre whilst customers order. There are also take-home meals in the Korean deli prepared daily in its kitchen, or fresh fish and meat cooked to order at the grill, to take home or eat in.