RETAIL SAFARI, Fall 2020
Naqib Yusop, Designer in our Singapore studio, checked out a few of Singapore’s latest retail stores that have recently opened as part of our Phase 2.
Taking the FITCH principles of PHD, I looked at how these were being implemented and what we could learn. It is safe to say that the new Decathlon, Footlocker and Apple stores surpassed my expectations with their customer-centric designs and experiences. It’s great to see retailers thriving with innovative concepts, especially during COVID.
Decathlon @ Orchard Incorporates technology to enhance the experience for the customers
This Decathlon orchard is the 5th experience store in Singapore. Consist of two level, the store is spacious and incorporates technology to enhance the experience for the customers. For example, shoppers can explore tents through a virtual reality headset and experience how these hold up in different environments and weather conditions. Overall, an immersive retail experiences for their shopper.
Footlocker @ Emerald A curated multi-branded collection of sneaker and basketball culture which catered to the local community
The store’s main focus is to celebrate the basketball culture which equipped with a half-court area for a very Instagrammable opportunity moment for shoppers. It centred around a curated multi-branded collection of sneaker and basketball culture which catered to the local community of full-family shopping experience.
Orchard @ Marina Bay Sands
The world's first floating spherical store.
The MBS store is manned by a 148-strong team which includes "Apple geniuses", who are trained technical support personnel. The “Apple geniuses” brought me around the store and assist me from the start to the very end of my experience in-store. Apart from showcasing Apple products, the interior of the dome holds the Forum, an events space centred on a video wall which will serve as the stage for Apple's in-store events, featuring Singapore's artists, musicians, and creators. This is a store that effortlessly integrates into Singapore’s skyline and community.
By Naqib Yusop, Designer at FITCH Singapore