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greater group collaborated with Singtel to implement the inaugural rollout of their innovative experiential retail concept at Jurong Point. This project signifies a pivotal advancement in Singtel’s nationwide store transformation strategy. As a trusted partner for over two years, our team delivered a customer-centric store design within a stringent timeline, establishing a new benchmark for future store rollouts.
Industry
Technology & Telco
Project Location
Singapore
Project Year
2024
Project Requirements
Design and Documentation
This initiative represented the first execution of Singtel’s enhanced experiential retail model, necessitating a strategic design, layout, and customer engagement approach. Each aspect, from flow and functionality to interactive features, was meticulously crafted to ensure seamless implementation across future locations.
The store’s design required a harmonious balance between consistency and adaptability, integrating zones for partnerships, events, and sustainability initiatives while ensuring an intuitive customer journey. The objective was to create a layout that fosters engagement while maintaining operational efficiency.
The successful delivery of a fully realised flagship store within tight deadlines demanded exceptional project management, coordinated efforts, and seamless collaboration across teams.
Upon entering the Singtel Shop at Jurong Point, customers are greeted by a strategically designed storefront and layout that facilitates seamless navigation. The entrance features sleek display tables showcasing the latest smartphones and accessories, promoting a hands-on exploration experience.
The Home & Living section presents smart home solutions enhanced by interactive digital screens and meticulously arranged product displays. A prominent green wall above adds a touch of warmth and highlights Singtel’s commitment to sustainability.
The partnership zone at Singtel Shop provides a dynamic space for collaborations, brand activations, and flexible event setups. Designed to adapt to evolving retail needs, this area seamlessly integrates with the overall store layout, creating an open and engaging customer environment.
A key highlight is the movable curved LED screen, which allows for versatile configurations and is ideal for seasonal product launches and interactive events. Whether showcasing new offerings or enhancing the customer experience with digital content, this feature ensures the space remains visually impactful and highly functional.
Singtel Shop integrates sustainability into its retail experience with a dedicated sustainability corner. This space promotes eco-conscious shopping while enhancing the natural aesthetic by featuring a green wall and recycling initiatives. Positioned within the customer journey, it encourages visitors to engage with sustainability efforts effortlessly.
The thoughtful incorporation of greenery and waste reduction initiatives aligns with Singtel’s commitment to environmental responsibility. By merging innovation with sustainability, the store elevates the shopping experience and inspires customers to make greener choices.
Welcome to the Singtel Business Zone, the perfect place for SME customers to connect with friendly experts in a warm and professional atmosphere. This thoughtfully designed space prioritises your needs, providing tailored support.
The self-service kiosk is there to troubleshoot tech issues easily. Meanwhile, the cosy Live-bot rooms offer a peaceful spot for personalised consultations if you prefer a more private setting.
Executing the Vision with Precision
The successful realisation of this project hinged on effective collaboration and a shared commitment to excellence. By merging customer-centric design principles, adaptable retail solutions, and a strong brand identity, a greater group helped Singtel actualise its experiential retail vision—on schedule and primed for a nationwide rollout
Completing Singtel’s first experiential retail store at Jurong Point establishes a dynamic and future-ready model for upcoming store transformations. With its immersive layout, interactive retail components, and enhanced customer engagement zones, this new concept redefines what customers can expect from Singtel’s in-store experience.
Acknowledgements
This project was made possible by the expertise and dedication of Nina, Rochelle, Ernando, Maria, Ana, and Aida, whose collective efforts ensured the smooth and impactful execution of Singtel’s retail evolution.