7-Eleven and Coca-Cola open crossover experiential store in Singapore

7-Eleven has collaborated with Coca-Cola to launch a crossover experience store in Singapore. Located at the House of Eden, the store spans two stories and is dressed in Coca-Cola’s signature red.

Behind the floor-to-ceiling glass windows, a giant ‘Coca-Cola Splash Tree’ and beverage cooler signify this store is something different from the typical convenience store. The ground floor houses a 7-Eleven retail area which also sells ready-to-eat meals and fresh baked goods.

To get to the upper floor, customers walk through a Coca-Cola branded staircase ‘tunnel’ with LED lighting under each panel to guide their steps. The floor houses a customized 7-Eleven x Coca-Cola Pit-Stop wall and a seating area with red and white furniture. Two claw machines are set up near the staircase for entertainment.

The store also features several Instagrammable backdrops with the brands’ logos for visitors to take photos with.

“Through this collaboration, we will further strengthen our position as a fun and innovative brand and create talk-of-the-town experiences for our customers,” said Steven Lye, MD of 7-Eleven Singapore.

“Today, the convenience store culture has also become an intrinsic part of our fast-paced lifestyles,” said Chris Tan, commercial director, Coca-Cola Singapore Beverages. “At the Coca-Cola Pit Stop with 7- Eleven here in Singapore, they can re-energize within a safe environment that truly embodies the Coca-Cola brand.”

Coca-Cola Pit-Stop Singapore is not the brand’s first collaboration with 7-Eleven. In July, both brands launched a themed store in Hong Kong, where the convenience-store business is owned by the same franchisee, Dairy Farm International. But compared to the Hong Kong store design, this Singapore store is considerably larger and more imaginative.