SINGAPORE. Lagardère Travel Retail has opened a new Discover concept store at Singapore Changi Airport Terminal 2, dedicated to bringing the destination merchandise category to life in a visually striking way. The retailer said it aimed to create Sense of Place with an “experiential ambience” and “multisensorial touchpoints”.
Lagardère Travel Retail Singapore and Malaysia Chief Executive Officer Ann Pang said: “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.
“This unique interpretation is reflected through the implementation of Peranakan style-influenced elements in-store, the hybridisation of Chinese and Southeast Asian cultures where the Chinese people emigrated since 15th century.”
Design features include the detailed tiles motif and louvre shutter-inspired wooden wall shelf product displays, among other Peranakan-style flourishes.
Guiding the customer shopping experience are product category zoning signage adapted from local persona; these relate to the offerings across local delicacies, fashion, wellness, artisanal gifts and recommended picks.
Singlish, derived from the combination of Singaporean slang and English, is also creatively incorporated as part of the visual communications.
The hawker culture, an integral part of Singaporean life, is celebrated in a central display. Here, a ‘pick & mix’ area showcases a range of gifts, with the design incorporating the newly created 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 recognised around the world and a symbol well-resonated with tourism over the years,” said Ann Pang.
“Upon entering the store, MerMer is seen greeting the travellers 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 handpicked Merlion-themed merchandise catered at the Pick & Mix zone, consisting of figurines, plush, stationery, shopping bags, travel pouches and more.”
Exclusive MerMer merchandise will be launched next year with more activations planned. The sculpture also serves as a prominent photography spot for travellers to seize a memorable moment on camera.
Sense of purpose
The new stores also represents Lagardère’s commitment to drive sustainable development and minimise environmental impact.
From the hoarding built during construction to fabrication of in-store fixtures, the new concept store has realised a range of circular and sustainable initiatives. These have resulted in a -34% reduction in Carbon Dioxide emissions compared to a traditional building approach.
Modular and re-usable hoarding solutions were used, against standard hoarding which is typically made of plasterboard with aluminium framing that is later incinerated. The hoarding panels are made with flexibility allowing them to be laid vertically or horizontally. This transformed the appearance of the renovation site, said the retailer.
In the construction of MerMer, recyclable Poly methyl methacrylate (PMMA) that emits no toxic or cancerogenic, mutagenic, teratogenic or any other undesirable substance was chosen. These characteristics made it more versatile.
Additionally, eco board, recycled plastic and cast acrylic sheet were selected to craft the fixtures. Eco board is made from agricultural waste, rice husks and straw, reducing the reliance on wood materials and deforestation. Selected countertops are made from recycled milk bottles collected in Singapore. The cast acrylic sheet is recyclable to its original raw material countless times which helps to minimise waste sent to landfill and lessen carbon footprint.
The new concept store is also equipped with energy-efficient lighting. The lighting technology of the luminaires applied is based on the principle of projecting light via lenses. This makes them up to 20% more effective than conventional luminaires with reflector technology. It also projects more precise zonal lighting on the target surface without spill light.
Also, high-quality paint made from food waste including grape skins and corn husks is used with minimal impact on the environment and human health. The paint has one of the lowest VOC (Volatile Organic Compound) ratings of any paint available. It can be tinted to any colour and gloss level, is 100% bio-based, 100% comprised of recycled waste materials, 100% recyclable, and is cradle-to-cradle compliant.
Discover Singapore recently gained recognition as a finalist for the Singapore Tourism Award 2022. It was chosen for translating local contexts and cultures into an authentic customer journey experience with its ambience, displays and offerings.
