Located at Furniture Gallery, Living DNA’s first flagship store promises an excellent curation of rugs and soulful homeware, and a unique customer experience.
4 July 2018
Text by Janice Seow
Singapore online rug retailer and homeware boutique Living DNA (now in its third year of operation) has moved from its Ubi showroom to a larger 1,500sqft space at Furniture Gallery.
Living DNA’s new flagship store is enveloped in soft colours and evokes a carefree, holiday mood that’s reminiscent of a Mykonos boutique hotel and Moroccan riad.
Their award-winning rug collection takes pride of place, and customers can now compare rug designs and speak to a Living DNA rug expert to find the perfect piece for their home.
Living DNA’s founder Denise Kaur says that the flagship store is meant to complement the brand’s online retail presence. “Our customers love coming to our store to experience our products first hand. They get to appreciate the products’ craftmanship and hear stories from us,” she says, adding, “Through our interactions, we get to know their lifestyle, the look they are going for, and the products that catch their eye. From there they can decide among the products they liked online.”
Aside from the brand’s rug collecton, customers can also browse through a series of curated living, dining and kitchen concepts with a “soulful, storied look”, and pick from the Moroccan trays, African tableware, ikat fabrics, modern batik, Kashmir embroidery, lanterns and baskets on display.
The launch of the flagship store accompanies the brand’s evolution from Departures & Arrivals, a boutique furniture concept for a well-travelled home, to Living DNA, a brand that stands for mindful living and a sense of identity expressed in interior design.
“I’m always a bohemian at heart, but I’m also conscious of what I buy, “ says Denise, who sources from all over the world. “Our products will continue to exhibit the timeless aesthetics of world cultures. What we are changing is the kind of stories we tell. The lifestyles we will educate on. We aim to focus on appreciating the beauty, comfort and quality of the things we use frequently, by taking purposeful pauses throughout the day. [It’s] about becoming mindful of what we consume, by choosing storied handmade pieces that last more than a season.”
The Living DNA flagship store is located at #01-10B Furniture Gallery, Space@Tampines, 18 Tampinese Industrial Crescent, Singapore 528605
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