Belgium’s Delhaize appoints This Place as lead user interaction and experience agency


This Place, the digital innovation agency set up by former M&C Saatchi Mobile joint CEO, Dusan Hamlin, has been appointed as the lead user interaction (UI) and user experience (UX) agency by Delhaize Group.

This Place team. Hamlin is on the far left

This Place team. Hamlin is on the far left

The Belgian international food retailer, which posted $28.4bn revenues in 2014, has appointed This Place to spearhead Design and UI/UX for multiple digital initiatives across its operations in the US and Europe.

The international account, which will be run out of London, will see the agency work on a variety of design-led projects to enhance Delhaize Group’s online offer. They include:

  • Group UI / UX initiatives
  • Global front end design and roll-out of the brand’s e-commerce platform
  • Android and iOS mobile UI / UX
  • Creating digital brand guidelines and a digital brand identity
  • Product innovation concepting and prototyping

“Our guiding principle at This Place is to help brands create smarter and more profitable digital services,” said Hamlin, CEO of This Place. “With this partnership we are putting that strategy into practice.  Our work with Delhaize Group enables us to help further enhance its international leadership position.”

The retained account was won following a 12-month process which included a four-way pitch and several trial projects.

The agency will report into Marcus Spurrell, SVP of Digital Services at Delhaize Group. He said: “Appointing This Place was ultimately a straightforward decision. The studio came to the table with a compelling creative and innovation-led design approach that stood out clearly from the competition reflecting the fact that the whole team seemed energized around our business model and strategy and were able to grasp the fundamentals, essential to our success from the very first meeting. As a global organization with high digital ambitions it is vital we have a UI/UX partner on board that can hit the ground running and deliver exceptional work.”