Delifrance

Greater Group has worked with Délifrance in Singapore since 2021, evolving the brand’s retail identity and developing store concepts and detailed documentation across six distinct location types, from suburban and town-centre malls to business districts, leisure destinations and hospital cafés.

Each environment brings a different customer behaviour. Some locations prioritise dine-in and longer dwell times; others depend on convenience, takeaway and high-volume service. Rather than applying one interior repeatedly, Greater Group developed a flexible retail language that allows the experience to respond to each location while remaining recognisably Délifrance.

Working within the brand’s global French-bakery identity, Greater Group established the elements that should remain consistent and those that could flex, from spatial planning and seating to service, takeaway and waiting zones. As a design-led programme delivered by local teams, detailed documentation provides the framework that maintains design intent and brand consistency as the concept moves across different formats and customer environments.