Known as Singapore’s grand dame on Orchard Road, Tangs is one of Singapore’s most revered retailers, with heritage spanning from the 1930’s.
Desiring relevance in the face of ever-evolving retail trends, Tangs appointed MOD to fundamentally redefine its retail experience by establishing a new strategy for its Beauty Hall, in conjunction with its 80th anniversary.
Beginning with a four-month Strategy Exercise, MOD analyzed possible retail trajectories to re-position Tangs as a multi-label store rather than a bland department store, and attract younger shoppers.
MOD envisioned Tangs to go beyond the traditional role of mere retailers and instead be the curators of a totally immersive experience that celebrates pedigree and embraces creative curatorship.
To enable that, a prominent entry space is dedicated to “Center-stage”: an innovative display concept that provides Tangs the opportunity to curate fully immersive and potentially interactive 3D environments and scenes, e.g. the latest spring season’s fashion or a Christmas diorama. Two large window-display showcases (large enough to contain live displays) flank the entrance, funneling pedestrians towards the entry portal.
The dynamically faceted ceiling (MDF-panels spray-painted with red high gloss paint) is inspired by the structural ribs and beams of the heritage Chinese roof and acts as a visual continuation of the lines.
While typical beauty halls feature rows of loose furniture/display modules, making it difficult for shoppers to clearly differentiate between brands or enjoy a brand’s full immersion; MOD created a series of three-dimensional ‘pods’ for each brand/tenant, with intentionally recessed ceilings for greater sense of enclosure, where each brand could uniquely determine the look and feel of their retail environment by manipulating the floor, walls/columns, furniture and ceiling of their pod. MOD created a floral-inspired ceiling relief for the common walkways between pods, which serves as the threshold lightly separating each brand/pod.
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