Délifrance Causeway Point

Délifrance required its refreshed identity built into its Causeway Point outlet, in a suburban shopping centre where the café sits in a walkway among a large number of alternatives. Almost nobody arrives at a mall intending to visit a specific bakery-café, so the outlet is chosen or ignored in the few seconds it takes to walk past its frontage.

The challenge was that a refresh has to be visible to be worth commissioning. The brand’s global guidelines are French-bakery in character and largely govern the interior, yet the decision a customer makes is taken at the threshold, before any of that interior is experienced.

Greater Group developed the outlet so that the refreshed identity is carried by the elements a passing customer actually registers, which are the frontage, the counter and the product display, rather than by the details that only reward somebody already seated. Where a fit-out budget is finite, that is where it earns most.

The engagement was design, with the build held by others, and it ran alongside HDB Hub as the first pair of outlets to receive the refresh. Establishing the treatment on two outlets at once, in two very different trading conditions, is what turned a single interior into something the later outlets could be specified against.

The completed outlet demonstrates the refreshed identity in its most public form, and it is the outlet the account is best able to show, with a full professional set covering the frontage and the interior.

Together with HDB Hub it established the 2021 baseline that Waterway Point and Changi City Point were built from two years later, which is what makes the network read as one brand rather than as a sequence of separate fit-outs.