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Tangs Flagship Store
Tangs Flagship Store
Singapore, Singapore
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Other Projects by Ministry of Design Pte Ltd
Tangs Flagship Store
Singapore, Singapore
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.
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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