FITCH’s excellence in retail and experience design was honoured at the prestigious World Retail Awards 2020 with Singtel UNBOXED winning 2020’s Outstanding Store Design <1200 sqm. This award win follows on from multiple awards for the same project, including Winner in Omnichannel Category at Best Retail Experience Awards 2019, and Winner in Best Digital Transformation Project at Global Telecoms Awards 2019.

Unleashing the Power of Next-Gen Retail

The project is the result of a successful partnership that started with the development of Singtel’s ground-breaking flagship store at Comcentre. FITCH then created UNBOXED, Singapore’s first 5G-powered, 24/7 unmanned store for Asia’s leading communications technology group.

Singtel UNBOXED is an experiential retail concept that seamlessly combines a state-of-the-art physical structure with human service (despite being unmanned), along with intuitive digital touchpoints. It is a truly extraordinary unmanned and portable experience that offers customers a full range of services at locations convenient to them 24 hours a day.

The concept has been included in a number of high-profile trends reports as an example of pioneering retail. It has made a big impact in a market where Singtel already had a widespread and successful fixed store network, as well as ever-developing online touchpoints. The whole brand experience of UNBOXED is the living embodiment of Singtel’s brand promise to ‘Make every day better’.

“Huge congratulation to our Singtel client and our fearless team in HK for winning Outstanding Store Design 2020 for Singtel’s pioneering new store concept: UNBOXED.  The integration of human-centric tech into the design couldn’t be more relevant now. Absolutely thrilled.”
–Jane Geraghty, Global CEO of Landor & Fitch

“I’m delighted with this award win and to have this work recognised on the global stage. The Singtel team had incredible vision and determination to create something ground-breaking and worthy of their leadership position in the sector. Led by Ellis Lowers, our team rose to the challenge and formed a formidable combination with the Singtel team to deliver something that has delivered amazing results. I hope that it inspires the industry, brands and agencies alike, to continue pushing boundaries and further shape the future of retail.”
–Jonathan Cummings, Greater China President of Landor & Fitch

Launched in 2007, World Retail Awards is the industry’s biggest peer-reviewed awards programme in the world, recognising the very best retailers and retail initiatives across a range of categories.

View the 2020 Winners here.

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