November 23 2022  |  Retailers

A look inside Lagardère Travel Retail's Changi T2 ‘Discover Singapore’ concept store

By Jane Hobson

Discover Singapore new store concept launched at Changi Airport, Terminal 2

Lagardère Travel Retail has unveiled the new 'Discover Singapore' store concept at Changi Airport Terminal 2, designed to make visual impact and invite travelers to embark on a "shopping excursion."

"The open structure creates a welcoming atmosphere that transcends travelers’ journey to recreate fond memories through an experiential ambiance conceived with multi-sensorial touchpoints," reads the press release.

According to Lagardère Travel Retail Singapore and Malaysia Chief Executive Officer, Ann Pang, Changi Airport was one of the first airports to debut the ‘Discover’ concept by Lagardère Travel Retail, showcasing a true sense of place with warm local hospitality to travelers passing through Singapore.

"The new concept further accentuates a true expression of Singapore’s rich multicultural heritage with distinctive designs echoing the city’s diverse cultural precincts, architecture, and traditional ethnic motifs," Pang said, adding, "This unique interpretation is reflected through the implementation of Peranakan style influenced elements in-store, the hybridization of Chinese and Southeast Asian countries culture where the Chinese people immigrated since 15th-century."

From the detailed tile motifs to the Louvre shutter-inspired wooden wall shelf product display, the embodiment of Peranakan house adds a burst of vibrancy to the interior, brimming with Peranakan-style geometric designs and colorful features.

Discover Singapore Peranakan influenced designs

Product category zone signage help guide the passenger through the main sections, ranging from local delicacies, fashion, wellness, artisanal gifts to recommended picks. Locally-termed language, Singlish, derived from the combination of Singaporean slang and English, is incorporated as part of the visual communication messages highlight.

Discover Singapore clear product category zoning signage with localized language visual communication messages

Recreate fond memories
The discovery journey continues with a centerpiece that captures an integral part of life in Singapore, the hawker culture which is represented with "Pick & Mix" zone. The zone showcases a variety of gifting treasures and incorporates the Discover Singapore mascot “MerMer."

"We are delighted to introduce Discover Singapore’s rendition of Merlion, MerMer, in conjunction with the new concept store opening and the 50th anniversary of Merlion, the national icon that is recognized around the world and a symbol well-resonate with tourism over the years," said Pang.

"Upon entering the store, MerMer is seen greeting the travelers with a welcome message on the digital screen that exudes his fun-loving, energetic and approachable character interacting with shoppers. As MerMer is also passionate about sharing his exploration journey in Singapore, he plays the role in recommending some of the best handpick Merlion-themed merchandise catered at the Pick & Mix zone, consisting of figurines, plush, stationery, shopping bags, travel pouches and more."

Merlion-themed merchandise catered at the Pick & Mix segment

Fixtures made of recycled acrylic at Discover Singapore Terminal 2 store


Brand News

December 6 2022

Mondelēz WTR launches Ghana mobility…

Part of the next phase of its Travel Retail Made Right sustainability roadmap

December 5 2022

Shiseido Travel Retail introduces…

Shiseido Travel Retail reveals its 2022 Holiday Collection featuring prestige brands SHISEIDO, Clé de Peau Beauté, NARS and…

December 5 2022

Imperial Brands underlines commitment…

Attended the MEADFA Conference as a Diamond Sponsor and highlighted its sustainability agenda​

December 5 2022

Chivas Regal introduces TR exclusive…

​Chivas Regal is launching a limited-edition blend of Chivas Regal 18 Year Old. Available exclusively in global travel retail,…

December 5 2022

​L’OCCITANE opens Caribbean flagship…

In partnership with First body Limited and Essence Corp

December 2 2022

Changi Airport unveils art inspired…

Inspired by the "Forces of Nature" collection by British sculptor Kate MccGwire

November 29 2022

Molton Brown throws it back to…

GTRM interviews Anjun Murari, VP of Global Sales Channels & Strategic Development at Molton Brown in Cannes

November 29 2022

FOREO focuses on inflight expansion…

VietJet Air, Tigerair Taiwan, RwandAir, and more impressively UK Virgin Atlantic to its roster in partnership with 3Sixty…

November 29 2022

Shiseido Travel Retail opens series…

Elevates the Japanese beauty experience at Haikou International Duty Free Shopping Complex

Copyright 2022 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap