Kipling opens Two New Stores in Singapore
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Kipling Singapore is opening two concept stores this month – one at the new Jewel Changi shopping centre, the other at Ion Orchard. The openings come as the Belgian accessories brand refreshes its logo and shifts direction towards what it describes as “closer to its origins, one that is cool, gender inclusive, and authentic to Kipling’s roots”. In a statement, Kipling Singapore says refreshed bag designs will appeal to a larger target group – “millennials of both genders”.
Both new stores feature product zones with an ‘icon wall’ showing off Kipling’s most popular products and the Jewel Changi store includes a space displaying bags for travellers.
The Ion Orchard store features a ‘Make It Personal’ corner, where shoppers can customise their bags by adding charms, straps, key rings and stencils.
The Jewel Changi Kipling store opened last week, while the one at Ion Orchard will open on Friday (April 26).
Paying tribute to Kipling’s history, monkey elements will feature in all new stores globally, including a monkey mural painted in collaboration with local artists from each city.
“The monkey murals capture and tell their stories as a bridge between the city and customers,” said a Kipling Singapore spokesperson.
In Singapore, the brand collaborated with local artist and illustrator Tiffany Lovage for its mural at Jewel Changi Airport, and with popular local Singaporean art collective Tell Your Children at Ion Orchard.
Headquartered in Antwerp, Kipling is owned by US-listed VF Corporation, whose other brands include Eastpak, Jansport, Napapijri, Reef, Vans, The North Face, Lee, Wrangler, 7 For All Mankind and Timberland.
Questions & Answers
Q.What is the primary objective behind Kipling's opening of these new concept stores?
What is the primary objective behind Kipling's opening of these new concept stores?
The new stores are part of the brand's refresh, including a new logo and a shift towards being closer to its origins, cool, gender inclusive, and authentic to its roots.
Q.Which specific demographic group is Kipling hoping to attract with its refreshed bag designs?
Which specific demographic group is Kipling hoping to attract with its refreshed bag designs?
Kipling Singapore states that the refreshed bag designs are intended to appeal to a larger target group, specifically 'millennials of both genders'.
Q.What unique feature is available at the Ion Orchard store that isn't mentioned for the Jewel Changi location?
What unique feature is available at the Ion Orchard store that isn't mentioned for the Jewel Changi location?
The Ion Orchard store includes a 'Make It Personal' corner, allowing shoppers to customise their bags with charms, straps, key rings, and stencils.
Q.Which artists or groups collaborated with Kipling on the monkey murals for the new Singapore stores?
Which artists or groups collaborated with Kipling on the monkey murals for the new Singapore stores?
Tiffany Lovage collaborated on the mural at Jewel Changi Airport, and art collective Tell Your Children worked on the mural at Ion Orchard.
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