An experience modeled after that of an art gallery, the 83-square-meter Lee Hwa Jewellery boutique in Suntec City Mall is redesigned with the focus on improving conversation dynamics and customers’ viewing preferences through various touchpoints. These include themed display walls with vertical glass displays, a maker space for customization, as well as interactive counter-tops.
“The jewellery retail culture has changed, and so the spaces and places that customers interact with the product should transform in ways that the customer can easily understand and adapt”
Parable Studio Co-Founder
Using the language we created for the store at Suntec City, we adopted a circular flow for JewelPlay at Bugis Junction. The Love Cove, a booth-seat consultation section, and the Vanity JewelPlay Mirror with adjustable lighting are also some touchpoints modified to suit the function and customers at the Bugis Store.
TYPE OF PROJECT
SPECIAL THANKS TO
Spatial Design: Ken Yuktasevi, April Tan, Yang Sok Ming, Wilsara Lloren Graphic Design: Mark De Winne, Freda Lai, Lee Wen Ling Project Management: Sarah Cheng-De Winne, Tara Donohue