Vitra, in an exclusive partnership with W.Atelier, has opened a 400sqm monobrand retail store at Tan Boon Liat Building. It is to be the first of many in Asia.
26 March 2019
Text by Asih Jenie
Tan Boon Liat Building is now home to the first Vitra monobrand store in Asia. The iconic brand announced an exclusive partnership in Singapore with luxury furniture retailer W.Atelier late last year and the collaboration has resulted in a 400sqm retail store at the building’s fourteenth floor.
The partnership and the monobrand store are part of Vitra’s renewed retail strategy that was specifically developed to nurture the region’s growing interest in the brand.
“It is said that imitation is the best form of flattery. And Vitra is one of the most, if not the most, imitated brands in the world. With this exclusive partnership and monobrand store, customers in Singapore can easily get the original products,” said Andrea Bonardi, Head of Asia at Vitra, at the store’s opening earlier this month.
The Singapore store is the first in a series of monobrand stores that the company plans to open in Asia. “We planned to open ten to fifteen stores in the region in the next two years. You will see Vitra monobrand stores in Manila, Kuala Lumpur, Hong Kong, Shanghai, and Beijing,” he added.
Inside the store, concrete floor and walls simply painted in white and dark grey serve as a backdrop that makes the products pop.
Products ranging from big-ticket furniture items to accessories and stationery from Vitra Home, Office and Accessories collection are carefully arranged in a series of settings that seamlessly takes customers from the residential realm to the commercial realm.
“Vitra believes that home and office environments are best shaped by the principle of ‘collage’ – the idea that vibrant living and working spaces gain character through a mix of old and new, high and low and classic and contemporary,” said Angela Ng, Segment Home & Marketing Manager Southeast Asia at Vitra.
Enough said – time to plan your shopping trip to their new store this weekend!
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