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