Japanese Retail Design – Top Stores in Tokyo After his recent trip to Tokyo, greater group’s Asia CEO Ryan Arrowsmith returned with dozens of photos from innovative and forward-thinking retailers who are going above and beyond to creative unique and engaging customer experiences. Our retail design blog shows your some highlights from this trip. THE WORLD’S BIGGEST STARBUCKS RESERVE ROASTERY The Starbucks Reserve Roastery Tokyo in the elegant Nakameguro district opened its doors in February 2019, making its mark as the biggest of its kind in the world. This is the coffee giant’s fifth Reserve Roastery worldwide, taking an approach of localisation to embrace local design while maintaining the characteristic features of their coffee shops across the globe. The Tokyo installation is decked out with washi paper lanterns and more than 2 000 copper cherry blossoms to complement the origami-inspired ceiling and the centre piece 17-metre-tall copper cask, rising up from the ground floor all the way through to the fourth floor. The cask features more than a hundred copper plates that have been hand-hammered in the traditional Japanese tsuchime technique. The cask is one of those multi-functional design features that are trending the retail design world now. It’s a dramatic and theatrical focal point but also serves a practical purpose as the resting space for the coffee beans to allow the gas built up during the roasting process to escape before it can be brewed or packaged. The roastery stretches over four floors, from the main coffee bar on the first floor serving a unique selection of coffees and other signature drinks, to the full-service Arriviamo bar on the third floor where visitors can order coffee- and tea-infused cocktails. This roastery celebrates the unique aesthetics of Tokyo and serves as an excellent example of successful localisation without losing any of the brand’s ‘personality’. We love this! NEW BALANCE’S TOKYO FLAGSHIP STORE Over the last couple of years, New Balance opened a handful of flagship stores across the world, of which the Tokyo store is the largest. Greater group has worked with New Balance on 8 of their boutiques globally including the Harajuku flagship, Ginza and Roppongi stores in Tokyo. Apart from a massive range of running apparel for men, women and kids, the Harajuku flagship houses a cafe where shoppers can grab a coffee and a healthy snack. The store regularly hosts fitness events, giving it the feel of a gym. There are even shower facilities where you can freshen up after doing a yoga class! Located in the Roppongi district of midtown Tokyo, the “New Balance Roppongi 19:06″ store features a new lifestyle concept designed by the greater group Asia team in collaboration with New Balance specifically for the Japanese market. A drastic change from the traditional, it features simple, linear, and contemporary aesthetics that can easily be transformed into an event or product launch space as the floor fixtures disappears (or fits) into the walls. The store design was inspired by the Japanese concept of “MA”—the consciousness of the void between two structural parts. Strategically placed lights create separation between the ceiling and the walls, while wooden walls and sharp concrete flooring provide contrast representing raw performance. TIFFANY’S @ CAT STREET Tiffany & Co’s first concept store in Japan gives new meaning to the ‘breakfast at Tiffany’s’. This wonderland of a store presents a brand new way to experience the magical world of Tiffany’s, featuring six floors of curated products, exclusive designs and an innovative Style Studio offering custom engraving. The Tiffany Cafe @ Cat Street cafe located on the top floor of the store is a beautiful space where shoppers can kick back with a cappuccino and a croissant (in true Audrey Hepburn style!) before continuing to browse the iconic pieces of jewellery that has made this brand so famous. This cafe is only the second of its kind in the world (Tiffany’s first cafe opened in New York in 2017). The ‘cat’ in the name derives from the location of Tokyo bustling Cat Street and unfortunately doesn’t refer to any real in-store cats. But Breakfast at Tiffany’s fans can reminisce about the memory of Holly Golightly and her nameless cat while taking in the splendour of this one-of-a-kind cafe’s architecture and design features. The futuristic building in characteristic ‘Tiffany Blue’ makes it stand out among the neighbouring stores on Cat Street. Inside, each of the six levels are uniquely designed to represent the different ranges of Tiffany’s products, from jewellery and accessories to homeware collections and fragrances. We can’t wait to see this fun concept be introduced to more locations across the world! TOKYO MIDTOWN CHANDON BLOSSOM LOUNGE This is the 12th edition of an annual event to celebrate springtime in particular its famous cherry blossom season. In addition to the 200 meter long street Sakura-dori that are decked out with outdoor lounges and illuminated cherry blossom trees, the highlight of this year’s pop-up is the Chandon Blossom Lounge, a collaboration between The Ritz-Carlton Tokyo and premium sparkling wine brand Chandon, where we were lucky enough to enjoy a glass of rosé in the insta-worthy Chandon Suite, the popular tent area, featuring a larger-than-life Chandon champagne bottle. G.G. WAREHOUSE Step inside the WAREHOUSE Minamihorie store in Osaka and you will be awe at the delightful and quirky visual merchandising. One advantage for smaller niche retailers is their nimbleness to engage and excite customers through creative retail formats that relates with the local clientele. As you wander through this converted warehouse, you discover that it’s actually an eyewear shop that also houses designers, novelists, bicycle builders and aroma therapists. They are encouraged to use this space to freely express their creations which tie in with the store concept to “express your values through the glasses ” which blend in as part of the props in the various themed rooms. RIMOWA’S FIRST STAND-ALONE STORE The luxury baggage brand, Rimowa, opened their first stand-alone store in Tokyo in the beginning of 2019. Located in the heart of the tourist-packed Ginza district, this store is specifically designed to cater for an international market. The design is a blend of minimalist Western features while drawing from traditional Japanese craft aesthetics. A focal point in the design is the spiral staircase placed against a backdrop of woven baskets that seamlessly connect the two floors. The overall design reminds of Japanese rock gardens with flowing yet dynamic lines that leads shoppers from the first floor up the spiraling staircase to the second floor. We love the warm atmosphere that merges such a diverse range of design elements and cultural inspirations. The combination of Western and Japanese, the contrast between flowing and angular and the composition of modern and traditional: unexpected but somehow perfectly working together to create a beautiful, aesthetically attractive space that brings the brand’s personality to life across borders. GALAXY’S LARGEST SHOWCASE STORE Samsung, who has collaborated with greater group previously on their flagship stores in Sydney and Melbourne, launched their largest Galaxy showcase store to date in the popular Harajuku shopping neighbourhood in Tokyo. Housed in an ultra-modern six-floor building with a striking entrance design by the Japanese designer and artist, Tokujin Yoshioka, the flagship’s design reflects the cutting-edge technology Galaxy is so acclaimed for. On the first floor, visitors are welcomed by a massive LED screen where Galaxy’s latest smart products are showcased. Move to the next floor and you’ll find a cosy café where parents can enjoy a cup of coffee while their kids explore the video games and interactive installations on the next floors. The third floor is occupied by an interactive exhibit that tells the story of Galaxy’s history and partnerships. Samsung did a great job delivering a store that drives on digital innovation and experiential methods to keep us engaged and entertained. LUSH’S DIGITAL SHOPPING EXPERIENCE LUSH Shinjuku is the brand’s biggest store across all of Asia, and of its largest world-wide. Known for their fragrant treat-yourself products like scented bath bombs and luxurious bath oils, this feel-good brand’s massive Tokyo flagship store is a sensory-driven experience. The Tokyo roll-out is LUSH’s first trial of a digital shopping experience, implementing technological innovation to showcase the their wide range of beauty and lifestyle products. Keeping with the urban landscape of Tokyo’s modern, almost futuristic Shinjuku district, the store boasts with features like a giant LED screen, neon-lit background designs, touch sensors, video projections and digitalised pictograms. Employing these measures of digital tech enables the brand to operate across borders of language and culture, perfectly fitting in against the backdrop of Tokyo’s international diversity. Interactive shopping experiences that encourage brand-customer-engagement are always enthusiastically received by us, both as shoppers as well as retail space designers. Excited to see future digital innovations from LUSH! Read More
Jewel Changi Food – How Changi’S F&B is changing airport retail? The spectacular Jewel Changi was officially opened by Singapore’s prime minister on 18 October, celebrating six months since the soft opening earlier in 2019. During this time, the dining and shopping destination has received 50 million visitors (300 000 per day), exceeding the initial goal of generating 40-50 million visitors in the first year. Although Jewel presents a fine selection of exciting new flagships like the 5-storey Apple Store and the biggest Nike store in Singapore, the F&B program is the real drawing power. The restaurant, cafe and bar line-up features a mix of home-grown and global F&B concessions who are putting their best foot forward to create exciting new dining concepts, according to our retail design blog. JEWEL CHANGI AIRPORT FOOD: FAST FACTS $1.7 billion joint venture between Changi Airport Group and CapitaLandLocated next to Changi Airport’s Terminal 1Soft opening on 17 April 2019Official opening on 18 October 201990 000 sqm retail size, comparable to CapitaLand’s Ion Orchard280 shops with 112 F&B outlets21 100 sqm of indoor gardens and attractions including the world’s tallest indoor waterfall, the 40m-high HSBC Rain Vortex RESTAURANTS AT JEWEL CHANGI: WHY THE FOCUS ON F&B? The way to a Singaporean’s heart is through their stomach, and since Changi Airport Group initially estimated 60% of the visitors will be locals, Jewel Changi’s food offering was the key factor to engage their largest predicted customer group. With the highest retail space per capita in Asia, Singapore mall operators have been increasing the space for F&B tenants to make up for lost revenue through vacancy rates and rents that have reached their weakest point in the last 6 years. According to Adam Summerville, lead partner at Ground Control, a specialised consultancy for the travel retail, hospitality and leisure sectors, the beauty of F&B tenancies in an airport location is that their captive audience allows them to become the ‘destinations’ at airports. “This is even more pronounced in Asia which has always had a strong dining out culture and so it is not surprising that millennials in the region are foodies, with many sharing their dining experiences on social media and posting reviews online,” Adam says. DINING AT JEWEL CHANGI Dining at Jewel Changi could be various and has so many options. So please find our TOP PLACES TO EAT in Changi Airport. SHAKE SHACK (#02-256) Shake Shack is one of the first places you’ll see as you walk into Jewel Changi. On its opening day, dedicated Singaporeans started queueing up at 04:30 to get a taste of Shake Shack’s legendary burgers. This is the brand’s first outlet in Singapore and the Jewel Changi location includes Singapore-exclusive items on the menu to pay tribute to local flavours with picks like the Pandan Shake and the Jewela Melaka Concrete. The two-level dining venue seats 90 customers on each floor. On the first level, a video wall displays locally inspired graphics to create a stunning visual effect and customers can enjoy a partial view of the HSBC rain vortex. The second floor is decked out in American diner-style booth seats and cool murals and lighting to offer a quiet spot away from the crowds below. STARBUCKS RESERVE (#02-204) The Starbuck flagship is a sight to behold. The hand-carved Starbucks Siren on the wall leading up to the second floor took Singapore-based artist, Sean Dunston, two months to complete. The design includes subtle references to Singaporean culture by using Peranakan patterns to decorate the Siren’s brocade and tucking a Vanda Miss Joaquim orchid behind her ear. The effect of this eye-catching wall installation extends throughout the cafe with the wooden elements and multitude of indoor plants echoing Jewel’s nature-centred design concept. The first floor boasts with an interactive Reserve Coffee Bar manned by friendly baristas who are always up for a chat. Moving up to the second floor, the feature wall is fitted out with Starbucks Reserve labels. This level is also home to an Art Room that creates the feel of a luxurious airport lounge with its bespoke wall art and comfortable seats. Aside from the occasional function or workshop hosted here, the studio is open to anyone who visits the cafe. IGER STREET LAB (#05-205) As the first global concept store for this local beer brand, the Tiger Street Lab is an exciting new concept where visitors can experience seasonal Tiger brews paired with food from local collaborators. The lab has an interactive digital customisation panel installed next to the bar, where the touch of a button allows customers to personalise their own limited-edition Tiger beer and discover merchandise designed by local artists. An innovative, experiential concept that brings the best out of local brews. PAZZION CAFE (#B1-243) Pazzion Cafe is a lifestyle extension of the contemporary footwear brand, Pazzion, aiming to create a holistic shopping experience that adds dimension to their retail platform and encourages shoppers to engage with the brand. The interior is decorated in black and white tones and sets the mood for a modern-chic retro cafe with vintage props like a typewriter, telephone and metal globe. The seating area extends to outside the cafe, where customers have an unrestricted view of the iconic waterfall. MUJI CAFE & MEAL (#02-227/228/229) The Muji store stretches over two floors, dividing the space into the retail area and the spacious in-house eatery. The lower level houses a collection of apparel, health and beauty products, travel items and food, continuing to the upper level where housekeeping items and living room, bedroom and kitchen products can be found. This floor also hosts the 88-seater Muji Cafe & Meal where customers can take a break in between their shopping. Among Changi’s top 10 markets in 2018, India and Japan registered the strongest growth, respectively rising with 12% and 10%. China and Vietnam followed shortly with an annual growth of 7%. To cater to its most dominant markets, Jewel Changi presents a strong Asian F&B offering ranging from dim sum specialists Din Tai Fung and Tim Ho Wan to local Michelin-starred roast specialist, Kam’s Roast. Worth singling out is Shang Social, a contemporary restaurant-bar-retail space, where Chinese cuisine is reimagined through a showcase kitchen, classy cocktail bar, ice cream stand and a range of seating options. Does the name sound familiar? That is because this is the first standalone concept by the Shangri-La Hotel Group. SHANG SOCIAL (#01-219 to 222) The Shang Social group has a growing presence in China and is known for its amazing Cantonese, Huaiyang and Sichuan food. The restaurant can accommodate 200+ customers and is divided in three sections to offer different dining experiences. The casual ‘Marketplace’ area is a relaxed space with a theatrical kitchen setup where customers can watch chefs prepare the signature dim sum and noodle dishes. The ‘Dining’ section caters to upmarket diners with plush booth seats and chic hanging lamps. Lastly, the old-worldly bar is lit up with light orbs on brass stands and serves exquisite cocktails alongside Chinese tapas. In a rush to buy some souvenirs before catching your flight? Jewel Changi Airport is home to many local staples like Bengawan Solo, Old Chang Kee, Bee Cheng Hiang and Rich & Good Cake Shop, all of which are sporting a refreshed look in their new outlets. BENGAWAN SOLO (#01-228/229) Bengawan Solo is a local confectionery chain who went for an upmarket vibe at its new Jewel Changi outlet where customers can feast on the signature selection of kueh found in outlets all over Singapore. Their usual no-fuss design was replaced by garden-themed interior elements to tie in with Jewel’s backdrop. At the door, customers are met with a table decked out in kueh, and the cake display inside is framed by a trellis decorated with orchids. Visitors can head over to the demonstration section where they can watch the experts behind the counter create delectable treats like kueh lapis. RICH & GOOD CAKE SHOP (#01-232) Rich & Good Cake Shop is a well-known name among Singaporeans. The popular swiss roll shop has been around for decades and took their rebranding strategy very seriously when they rolled out the new venue in Jewel. The entire look was reimagined – Millennial-ised, if you will. The sleek baby pink cake counter is rimmed with gold and LED screens were installed to display the shop’s iconic cake flavours and trusted baking process. 10 flavours of the famed Swiss rolls are currently available, sold in two size variations. Changi Food : a new challenge? When Jewel Changi first opened its doors, it remained to be seen whether the ambitious goal of drawing 40-50 million visitors in the first year would be reached. But barely after the six-month mark, Jewel already exceeded its own expectations. The key takeaway from this experiential F&B journey is that social media is taking on a more significant role and influencing customers’ decision making, meaning a successful dining destination isn’t just about the quality of the food, but also the design, marketing, atmosphere and service. If you want to see how this idea plays out in the industry, a trip to the iconic Jewel will be well worth it in proving brick-and-mortar is still alive and kicking in Singapore. 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Top 30 Instagrammable Stores In Singapore These days, store design is all about creating spaces deemed ‘Instagrammable’ to capture the attention of Millennials. Need some inspiration? Take a look at our favourite Instagram-worthy stores in Singapore from Jewel Changi, Orchard Road and Dempsey Road to the CBD, Chinatown, Tiong Bahru, Bugis and the City Hall region. JEWEL CHANGI 1. Apple Jewel Store The 8m-high curved glass façade makes an impressive entrance against the Jewel Vortex waterfall. Up your IG game with “The Magic of Jewel Photo Walk”, a photography workshop where Apple staff impart invaluable tips and tricks for your Apple iPhone, one of the 200 products on display in this sprawling customer experience center. Address: 78 Airport Boulevard 2. Durasport Jewel Store A quick glance at Durasport’s façade will leave shoppers awed — the spacious ultra-performance sports store is wrapped in high-grade stainless steel, made to appear as if in dynamic motion. Think a scene straight out of Star Wars’ revolutionary battleships, with segments that provide hands-on experiential zones via simulators for serious cyclists, skiers, climbers, and triathletes. This allows shoppers to test the various sportswear or equipment before making a decision to purchase. Address: Jewel Changi, 78 Airport Boulevard 3. Skechers Jewel Store The 5,000 squarefeet duplex store’s interior has been designed with an overall modern and sleek look, achieved through the use of bright lighting, neon signage against cement panels. This store also offers a range of exclusive shoes for customization. Address: Jewel Changi, 78 Airport Boulevard 4. Pokemon Center Singapore At the Pokemon Center Singapore, water-type Pokemon were chosen to decorate the store as Singapore is an island surrounded by water. Therefore, greeting you at the entrance is a Lapras being ridden by Pikachu and head to the back to view a Gyarados doing the “Merlion”. These make fun photo spots within the store. Address: Jewel Changi, 78 Airport Boulevard 5. Naiise Iconic Jewel Store Spanning almost 9,500 square-feet across its twostorey space, Naiise Iconic truly brings together local collaboration, retail technology, and unique experiences including a tea-bar and cafe that customers can only get in-store. Address: Jewel Changi, 78 Airport Boulevard 6. Make Hero A new “affordable luxury” Japanese skincare and cosmetics concept store, Make Hero is thoughtfully divided into dedicated skincare, haircare and perfume sections for customers to test the samples available. The hip pink facade and feminine interior also make this an Insta-worthy shop. Address: Jewel Changi, 78 Airport Boulevard ORCHARD/DEMPSEY 7. Dover Street Market The multi-label store – the fourth in the world after London, Tokyo and New York – stocks 25 designer brands that range from Comme des Garçons and Anti Social Social Club to Céline and The Row. Housed in a converted army barracks with high ceilings, black cagelike grills as racks, and a colorful ‘cashier’ hut, customers would be forgiven if theymistake this for an art gallery. Address: Block 18, 18 Dempsey Road 8. Siri House A new multi-concept space that is equal parts design showroom, restaurant/bar and retail nook. It’s certainly swanky, with a touch of island life vibes from the foliage wallpaper motifs and wooden wardrobes stocked full of trinkets. The creativity extends to Siri House’s Art Space, which will showcase new exhibitions every quarter. Address: Block 8D, Dempsey Road 9. Chez vous Hideaway An experiential space where people can relax, have fun, and of course, take a load of pictures in the 1,800 square-feet salon which holds seven different Instagrammable zones. Address: Ngee Ann City Tower B, 391b Orchard Road 10. Reebok Vector Club Reebok just opened their newest flagship store at Orchard Central. For the first time in Singapore, you’ll be able to find their line of classic apparel in their new Vector Sport concept store – perfect for both hypebeasts and sportswear enthusiasts alike. Address: Orchard Central, 181 Orchard Road 11. Sephora Takashimaya Sephora Takashimaya is the first store in Southeast Asia to offer Skincredible, a skincare consultation service that helps you determine your skin needs and the “Fragrance Boutique” concept. The ceiling to floor screens with extravagant videos of people having fun with all things beauty also make great IG Story moments. Address: Takashimaya Shopping Centre, 391 Orchard Road 12. Surrender Store This independently owned, single-location store is one of the hippest shopping destinations in Singapore. Hard-edged galleristas, unabashed runway worshippers, and cool kids come here for trendsetting designers from Asia, Europe, and beyond. Address: 268 Orchard Road CBD/CHINATOWN/TIONG BAHRU 13. Gentle Monster The Marina Bay Sands store, like its ION counterpart, contains a series of abstract installations that are futuristic and fascinating. Address: 2 Orchard Turn 14. Oplus Oplus is the first locally grown single label eyewear brand with a true manufacturing background. To showcase their ethos of “minimalist in its designs but maximalist in its craftsmanship”, the goldtinged boutique baths in light and sleekdisplay cases. Address: 6A Shenton Way 15. Monument Lifestyle Store & Cafe Monument Lifestyle brings together two of the best things in life under one roof – shopping and eating. Currently, the store carries retail products from carefully curated brands for men only. Address: 75 Duxton Road 16. The Social Space The decor, with its long rustic wood table and rattan furniture, gives us instant Bali vibes – not to mention the killer smoothie bowls you’d expect to be slurping in Seminyak. The retail aspect of The Social Space showcases beautiful pieces by businesses with an ethical or environmental purpose, and social enterprises. With its ethical boutique, refill station and a social enterprise nail salon on the way, The Social Space is so much more than just a beautiful new cafe. Address: 333 Kreta Ayer Road 17. Straits Clan Straits Clan aims to facilitate cross-pollination between professionalsfrom a wide range of industries, and it does so in great style. With its welcoming atmosphere captured in a palette of onyx, concrete, rattan and lush tropical greenery that effortlessly ties in with the neighborhood, members are warmly invited into this beautiful, calming space. Address: 31 Bukit Pasoh Road 18. White Label Records Settling into the swish neighbourhood of Ann Siang Hill, White Label Records is a hip record store by day and trendy bar by night. The stylish space is also the perfect hangout for music enthusiasts to kick back and relax over some food and drinks, browse through an endless list of records and catch popular DJs in action. Address: 28 Ann Siang Road 19. Cat Socrates An unorthodox, catfriendly retail store, Cat Socrates is a cozy, endearing Indie lifestyle store with various books, accessories, apparels and art from local artists and designers. With its warm and inviting atmosphere and unique interior, it’s a perfect place to snap a photo which shows off your love for your furry felines! Address: 78 Yong Siak Street 20. Calla Lily A lush and intimate space designed to reflect the personalised service provided at Calla Lily. The feminine design really speaks to the personality of the brand inspired by gem setting. The boutique uses contrasting textures and flexible furniture in blush palette that make the space Insta-worthy. Address: 56 Eng Hoon Street 21. Books Actually Housing the largest collection of Singapore publications, English literature books as well as trinkets and stationery, Books Actually is a unique vintage quaint bookshop with a relaxing atmosphere. A favorite place amongst avid readers to snap a “inspo” quote for their Instagram feed. Address: 9 Yong Siak Street BUGIS/CITY HALL 22. Raffles Boutique Previously known as the Raffles Gift Shop, the new Raffles Boutique takes its place at the restored Raffles Arcade featuring a brand new retail concept. Shoppers will be able to enjoy a cuppa and homemade pastries at the refreshed Ah Teng’s Cafe while browsing well loved souvenirs and gourmet products that are set amidst a heritage gallery that showcases the illustrious heritage of Raffles Singapore. Address: 3 Seah Street 23. Gallery & Co. Retail and gift shops located within a museum are hardly eye-catching, but Gallery & Co. defies that norm – A concept store set up by renowned names such as Unlisted Collection, Foreign Policy Design, and Luxasia, Gallery and Co. carries unconventional tote bags, stationery, and art from collaborations by Southeast Asian and International artists. Address: National Gallery, 1 St Andrew’s Road 24. Lee Hwa Jewel Space A new experiential boutique, modelled after that of an art gallery, aiming to connect with the millennial shoppers. Customers can spend their day in the boutique browsing the products, learning more about jewellery and creating bespoke pieces at a workshop. Address: 3 Temasek Boulevard 25. Love, Bonito Love, Bonito’s third and largest store at the newly-reopened Funan mall is a feminine and fun retail wonderland that encourages you to touch, feel, play and take lots of photos. Fresh as a peach is the entrance of the new store, with lots of peachy-cute curves and a modern-retro vibe. Lots of space to breathe in all the fast fashion goodness, and also queue up to pay for your purchases. Address: Funan, 107 North Bridge Road 26. Tong Tong The Tong Tong shop is a darling little corner in Shaw Towers – shoppers can’t help but notice this mysterious looking tunnel that directs you to places unknown. The interior of the shop has retro tiles and speckled with vintage Chinese memorabilia. Address: 100 Beach Road 27. Supermama Store Supermama works closely with many design/art studios in Singapore and traditional craft facilities in Japan to produce meaningful “omiyage” (contemporary giftware) that represents the Singapore culture. Using culture as a context to design, Supermama delves into the fine line between cultural artefacts, everyday objects and the concept of basic luxury – that everyone can own a piece of heritage. Address: 265 Beach Road 28. Aesop No retail guide would be complete without including an Aesop store as a designated stop. Inspired by Singapore’s rich maritime history, Aesop Raffles City is an intriguing mix of modern design and nautical tradition. From the two-toned palette to the slick finishes, you are stepping into a slice of history from the moment you cross the door. Address: Raffles City Shopping Centre, 1 Harbourfront Walk 29. Sifr Aromatic Store Unlike most perfume shops and perfume counters in malls, there will be no “assault of the senses” when shoppers enter. It’s a VM treat with midnight blue wall, solid wood fixtures, literary quotes and books on the shelves. The vintage-style French perfume bottles, Egyptian glass vials, miniature trees which upon a close look were stands to hang aroma pendants, and the rows and rows of perfumes, complete this multi-sensory store. Address: 42 Arab Street 30. Kapok NDC Store Located on the ground floor of the National Design Centre (NDC), it is a perfect place to indulge yourself in good design. The new cafe area extends to the serene courtyard, overlooking the classic architecture of the historic St. Joseph’s church. The full-fledged lifestyle retail concept spanning 2,300 squarefeet space, will showcase over 100 labels from international and Asian brands, of which Singapore-based labels will take up a quarter mix. Address: National Design Centre, 111 Middle Road This article is based on the session, ‘Store Design for an Instagrammable Age’ presented by greater group’s Asia Design Director, Nina Miranti, at the Singapore Retail Industry Conference & Exhibition 2019. The free guide, ‘Top 30 Instagrammable Stores in Singapore’, can be downloaded here. Download your free guide here! Read More
Store Design And Instagrammable Age: Inside The Mind Of The Millennial Shoppers In its 28th edition, the Singapore Retail Industry Conference & Exhibition has consistently delivered practical information, proven techniques and ground-breaking ideas that address hot topics and the latest strategies in the world of retail. This year, I had the honour to join over 500 other industry experts and professionals to present my insights on “Store Design for an Instagrammable Age”. In today’s fast-changing retail landscape, “Instagrammable moments” are now part of many retail design briefs, where clients are requesting myself and my team to consider social media platforms when designing retail projects. I attribute this growing retail trend to the “Millennial moment”, the coming of age of the world’s two billion Millennials who with a combined spending power of $2.5 trillion, show no sign of slowing down. Their shopping habits can be a deciding factor in what makes or breaks the success and longevity of retail models. Retailers must be able to connect with this generation through the right shopping experiences and unique products if they want to capture the attention of the millennial shopper. During my presentation, I shared with the audience what influences Millennials to purchase and what businesses can do to meet their tastes and expectations from a retail store design perspective. IN THIS ARTICLE • Who are the Millennials?• Why is it important for brands to capture Millennials?• How to capture the Millennial market?• 5 key elements to incorporate into store design WHO ARE THE MILLENNIALS? Born between 1980 and 2000, the Millennials are aged around 19 to 40 years, overtaking Baby Boomers as the largest age demographic with a current population of 80 million in the US. The younger, equally digitally-driven generation of Gen Z comes in second. Shifting the focus to Asia Pacific, an estimated 60% of the world’s Millennial population resides here, comprising about one quarter of the total Asian population. In Singapore, Millennials make up 22% of the overall population. Millennials are experience-driven and are much more inclined to spend their money on unique and memorable events than any other generation. Their shopping-decisions are based on emotional needs, valuing products that make them feel good as opposed to the preceding Baby Boomers and Gen X who place greater value on quantity and numerically measurable wealth. WHY IS IT IMPORTANT FOR BRANDS TO CAPTURE MILLENNIALS? While it is commonly and stereotypically generalised that this generation’s world orbits around their smartphones, stats show that half of Millennials still favour shopping in-store. Shopping habits have started falling into the two categories of wants and needs, where ‘wants’ refer to experiences rather than possessions, blurring the lines between transaction and engaging customer experience. With more than half a million ‘influencers’ active on Instagram, the predominant influencer culture among the digital community has immensely changed the way shoppers are motivated to make purchases. An Instagram-user with a large online following is equipped with much more commercial persuasive power than a person with years of industry knowledge but no online presence. What does this mean for brands? Essentially, Millennials are much more likely to invest in a product or service when they see a person with ‘Instagram-credibility’ promoting a certain brand. Instagram has 1 billion monthly active users, making it the third most popular social media platform following Facebook’s 2 billion monthly active users and YouTube’s 1,9 billion monthly active users. Catching on to the consumers’ active use of this platform, retailers and businesses have been making significantly more use of the massive Instagram-audience to share content and build their brand story. The Instagram-story feature poses great potential for this purpose, with 500 million daily active users of which one third of the most viewed stories are from businesses. To accommodate the rising number of brands making use of Instagram, the app has been adding more business-focused features such as shopping posts where users can tap on an image to learn more about the products displayed. Although there are some mixed feelings whether Instagram should gear towards a transactional platform or rather remain a focused medium for sharing content, these new features have rapidly taken off with 130 million monthly users engaging with brands’ shopping posts to learn more and make purchases. HOW TO CAPTURE THE MILLENNIAL MARKET? At greater group, we’ve conducted an extensive study of the Millennial target market to design stores that best engage this generation. Based on our research, we have identified 5 key elements to incorporate into retail store design to keep Millennial shoppers coming back again and again. 1. PERSONAL TOUCH Millennials value personalised communication and products tailored to their preferences. Digital means such as beacon technology allowing controlled interaction and sharable information can be very useful in achieving personalisation for customers. Case Study: New Balance (Tokyo) greater group designed the New Balance Harajuku flagship store in 2015, tailoring the store design to place the spotlight on the brand’s personalised sneakers with integrated technology such as the ‘foot scan’ feature to assist shoppers in finding their perfect shoes. On the front of practicality and convenience, digitally advanced POS-technology allows customers to seamlessly pay with their smartphones. Taking an experiential approach, the store design includes a community café where shoppers can take a break in between their shopping. The design of the café mirrors a running track – a creative, sporty touch to keep visitors immersed in the brand image of New Balance. 2. CONSISTENT BRANDING With the rise of e-commerce, retail is at an interesting place where brands need to find their feet in a space that combines online and offline shopping to best engage Millennials shoppers. Seamless transition between online platforms and in-store shopping is key. 60% of shoppers discover new brands and items through Instagram and nearly 4 out of 10 users then visit physical stores related to these brands to do in-store shopping. Case Study: Aesop The Australian luxury skin care brand, Aesop, takes a hyper localised strategic approach to add a unique touch to every one of their different locations across the world. As one of my favourite brands, I have a great appreciation for their skilful retail execution in terms of integration between their different sales platforms while localising the design of each store. The online and offline branding has the same feel with a subdued palette and equally soothing environment to consistently carry out the brand message. 3. EASE OF NAVIGATION Mirroring the easy access and clear wayfinding of online shopping, Millennials appreciate well-defined retail store designs that allow effortless navigation. They don’t want to waste time looking for items and instead seek clearly organised merchandise that simplifies the overall shopping experience. 70% of millennials dislike noisy, cluttered and disorganized stores. Here at greater group, we adapt 4 retail principles to design stores that are efficient and easy to navigate. It is crucial to equalize the space and provide clever zoning. Customer shopping behaviour is also key in how we direct them around the store through strategic planning. As millennials value organized product display, the art of planogramming is crucial to be applied, along with clear visual communications. Lastly, of course, the in-store experience is important, which I am covering in the next point. greater group has designed the next generation store in accordance to the “Science of Retail”. 4. MULTI-SENSORY Millennials crave experiences that stimulates their senses – something that cannot be achieved online. Despite all its convenient ease-of-access perks, the two-dimensionality of e-commerce cannot compare to the multi-sensory experiences made possible through conventional in-store shopping. In a study by Mood Media, Generation Z (those aged 18-24) and Millennials offer an enticing opportunity for retailers, with these generations being the most affected by sensory experiences across the board. Combining music, visual and scent sensorial elements increases consumer dwell time, with 75 percent of consumers citing they’ve stayed longer in a store when such components were in place. Over the past year, we have seen more retailers adopting immersive and multi-sensory in-store experiences and we see this momentum set to continue into 2019 as smaller retailers try their hand at experiential, spurred on by the success of the retail giants. Case Study: Pandora (Sydney) This Pandora pop-up to celebrate a new product launch at Sydney’s Pitt Street Mall was inspired by bees, features such as scented golden flowers and a soft hum of bees buzzing in the background help to add dimension to an immersive shopping experience. The strong accents of gold throughout the design proved very popular among younger customers, who immediately took to snapping pictures against the luxurious backdrop to share on Instagram. 5. SHAREABLE EXPERIENCE The final key point in capturing the attention of Millennial shoppers is creating unique experiences that allow customers to interact and connect with the brand, forming valuable relations to improve the chances of continued support in the future. Previously, the main role of stores was to sell products, but in the age of social media, brands need to tell stories. Case Study: Love, Bonito (Singapore) I’m a big fan of Love Bonito’s store design in their latest Funan branch in Singapore. Following through with the distinctive shade of ‘Millennial pink’, they created a beautiful, highly photogenic space that reflects a trendy modern-retro vibe. Aside from the visual aesthetics, they seamlessly incorporated digital technology to facilitate entertaining customer experience. The AR-walkway paves the way for an interactive digital experience and the infinity mirror room is the perfect backdrop for an arty Instagram-selfie. Through the massive fitting area with its digital runway backdrop along with the regular community workshops, shoppers’ dwell-time is increased, making it not only a place to buy things, but also an engaging hub – a place to be entertained, hang out and share experiences. This article is based on the session, ‘Store Design for an Instagrammable Age’ presented by greater group’s Asia Design Director, Nina Miranti, at the Singapore Retail Industry Conference & Exhibition 2019. If you’re interested in learning more about designing stores to capture Millennial shoppers in the age of social media, download our free guide, ‘Top 30 Instagrammable Stores in Singapore’. Download your free guide here! Read More