By Muneerah Bee
Jewel Changi Airport (Jewel) yesterday revealed some of its upcoming retail and F&B offerings, which include several first-in-Singapore brands such as Shake Shack, Pokémon and Läderach.
Jewel will reportedly be Singapore’s first multi-dimensional lifestyle destination to integrate nature, play and retail elements on a large scale. Featuring over 280 shops and eateries, of which approximately 60% are new-to-Changi brands and over 30% are F&B operators, Jewel’s retail offerings will wrap around the Forest Valley and Rain Vortex.
Shoppers will be able to traverse seamlessly between nature and retail as they step into the retail corridors from the walking trails of the Forest Valley. Specially-created F&B units with terraces overlooking the Forest Valley will offer a picturesque view, creating an idyllic garden dining experience within an indoor environment.
The Duplex Boulevard at Jewel will house large-format stores that provide retailers with a canvas to craft immersive brand storytelling universes. Recreational attractions will also be available at Canopy Park, located on the topmost level of this landmark.
New-to-market and first-in-Singapore showcase
With stores across key cities in Japan, Pokémon will make its foray into Singapore. Pokémon Center Singapore will be the brand’s only permanent retail store outside of Japan.
The store will offer an array of Pokémon merchandise sold in Japan as well as original merchandise exclusively created for Jewel, such as toys, stationery, Pokémon Trading Card Games and video games.
“We are pleased with the positive outcome from the Pokémon event we held at Changi Airport a few years ago. It served as an excellent promotional platform not only in Singapore, but also across the South-east Asia region. Jewel is located at the heart of Changi Airport where we can expect visitors from Singapore and international travellers. We believe that by choosing Jewel as the venue for our first overseas store, we will see positive results across our brand over the coming years,” Susumu Fukunaga, corporate officer at The Pokémon Company, commented.
Additionally, Swiss artisanal chocolatier Lä derach will launch its first South-east Asian outlet in Jewel. As part of the collaboration, Lä derach will also introduce gift packaging options unique to Jewel.
Sporting giant Nike will open its largest outlet in South-east Asia, offering a different experience from its other stores by bringing together a full suite of sports and lifestyle categories. Besides an extended range of running, training, trendy lifestyle, football and basketball products, shoppers can even customise their own Nike tee in-store at Jewel.
Well-loved homegrown brands
Flying the flag high for Singapore brands in Jewel, Tiger Beer will unveil a first-in-the-world Tiger Street Lab. The concept store will provide a special F&B experience interspersed with retail elements. Tiger Street Lab will also introduce exclusive-to-Jewel seasonal brews, inspired by elements of Singapore and fuelled by local ingredients. The menu will feature Tiger’s range of beers paired with the best of Singapore’s street food.
Naiise, a local design retailer, will launch a brand-new concept at Jewel. Named Naiise Iconic, the store will offer in-store activities and a cafe concept – turning the store from just a regular retail stop into interactive lifestyle experience.
Local gallery store Supermama, another home-grown brand name best-known for its “exquisite” gifts and souvenirs, will carry a customised range of porcelain designs, inspired by and produced especially for Jewel.
Hung Jean, chief executive officer of Jewel Changi Airport Devt, said: “It is our vision for Jewel to be a unique destination like no other. Our thoughtfully curated tenant mix reflects Jewel’s aspiration to be a place where ‘Singapore Meets the World, and the World Meets Singapore’. We hope to showcase Singapore to the world, positioning it as the platform where local brands will be exposed to an international audience; while simultaneously bringing new and familiar global brands to Singapore.” She is also confident that Jewel’s unique retail proposition will attract more visitors to Singapore.
Jewel is scheduled to open in 2019.