Confectionary Store at Changi Airport

So Chocolate by ODG design


LS Travel Retail, part of Lagardere Group was awarded four confectionary stores at Changi Airport (Terminal 2) in Singapore.

LS Travel Retail approached ODG to design the four chocolate stores by meeting the following criteria: accommodate a large portfolio of brands, incorporate innovations, increase shopper engagement, and differentiate two of the four stores with another branding. In total, more than 470 square metres were to be designed by ODG Singapore.

Lagardere’s chocolate stores also carry their own products under the brand Taste of Singapore, so the agency designed market-specific fixtures leveraging local touristic cues such as the Merlion and Singapore Flyer.


Two of the stores were branded So Chocolate, and as requested, the ODG team worked on another branding, The Chocolatier, and proposed a different design.

So Chocolate stores carry a great number of brands, which made creating clear, organized yet inviting in-store navigation one of the main challenges. ODG worked on a category management solution that made the brands easy to shop for. The agency created emotional messaging for each brand category using distinctive colors: Loved by All, Finest Moments, Twinkles of Joy and Tasty Bites.

Another challenge was the Travel Retail environment: how to attract busy and time-bound travellers and increase their in-store dwell time. The largest store also had a structural constraint as it was ‘open ceiling’ and without a wall.


ODG leveraged the distinct yellow color of So Chocolate branding by designing a well-lit ribbon pelmet to get a traveller’s attention. Retail-tainment solutions were also proposed to increase dwell time through the “So Chocolate Selfie Corner”, personalized gifting ideas, and fun shopping through “Buckets of Joy”.

Since opening day, the store designs are attracting more travellers than expected, and the average basket per shopper keeps increasing as well.

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