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Stepping Ahead with New Concept
Jewel Changi Airport, Singapore

Stepping Ahead with New Concept

Crocs

Crocs  |  2019  |  Fashion & Apparel  |  Design, Procure & Build

Millennials and Gen Z

Riding on the wave of Crocs‘ skyrocketing popularity among Millennials and Gen ZCrocs Singapore is striding forward with their new store concept that positions itself as a world leader in innovative casual footwear at the iconic Singapore’s Jewel Changi Airport

Objectives

Key factors of consideration for Crocs Singapore during their selection process for their Jewel Changi Airport roll-out was to find an provider who can deliver a one-stop shop service:

  • Design and development adaptation
  • Fixture manufacturing across Asia Pacific for a new modular concept store
  • Full store build
  • Premium store fitting quality with a cost-effective implementation.

Going on 5 years in Singapore boasting a local portfolio of work for clients including SamsungKikki K, HP, Dairy Farm  Group and Estee Lauder, greater group was selected for its strong local design and build team as well as offshore China manufacturing capability. 

Challenge

greater group was tasked to maintain the design of the store in line with other Crocs stores while ensuring the concept will create a world-class retail experience for Jewel Changi Airport shoppers

Solution

Gathering inspiration from the lush green rainforest theme of Jewel Changi Airport to complement Crocs brand colors. greater group collaborated with the Crocs Singapore design team to “bring the outdoors indoors” with green timber shopfront and a feature ceiling to represent leaves.

A giant window on the left and a prominent showcase of Crocs signature JIBBITZ™ shoe charms flank the store entrance to attract shoppers’ attention. For customers seeking a slower journey, the heart of the store is designed for browsing and trying on shoes.

Thoughtful touches like carpet finishes at the seating area combined with pendants hanging from above were added to create a refreshing recharge-zone for travellers. The “Module Concept Store” developed by Crocs cleverly allows room for flexibility in visual merchandising and story-telling.

This was greater group’s first project with Crocs and we hope you like the store as much as we do. Watch this space for more projects to come!

About Crocs

Crocs is an American shoe retailer that introduced the world to their unique brand in 2002. Since then, more than 600 million pairs of Crocs have been sold across almost 100 countries. The company believes that comfort is the key to happiness and, armed with the signature effortless of their brand, Crocs walks the extra mile to ensure their customers are comfortable in their own shoes.

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