Playing god in the DetailsAre you paying attention?

Submitted by Giorjean Mutuc

Note: I checked out different stores from various parts of the city to draw out interesting comparisons. Most of the stores included in this list are located in fancy malls along Orchard Road (Singapore’s shopping district), there’s one store located in a mall near my residence and another located in an industrial furniture complex. I had some limitations taking photos because most stores in Singapore prohibit this (I had to think of clever ways to take photos conspicuously before the store manager calls my attention). So I took some photos from the internet to support of my observations.

Store 1: Uniqlo

This way to casual comfort!

The stores has a main entrance but if you are coming from the floor below Uniqlo, you can take an exclusive escalator that leads to the store.

Located in one of the malls along Orchard Road

Brand’s minimalist font was designed by Kashiwa Sato which matches the lifestyle that the brand offers

As a fan of minimalist casual fashion, it is easy to be drawn to the store’s easy-going feel

It has no doors

It’s brightly lit

Store is mostly white so it doesn’t clash with the colors of the merchandize

The store is orderly sectioned according to the different subgroups of the merchandize (pants, stockings, plain shirts, underwear, sleep wear)

The price tags are displayed on the shelves too making it easier for the customer to decide and compare

It’s an open-store concept that allows customers to move around freely. It’s not intimidating and a store attendant will only approach you when you have a question to ask so shoppers are not pressured to impulsively decide on a purchase

The products are neatly piled in shelves and color-coordinated in tones that are easy on the eye yet suggestive of a certain lifestyle/season.

This pile of flannels for instance are piled neatly with a color scheme that suggests cold Christmas mornings

Store 2: Located in one of the malls along Orchard Road

The Swiss flags and the wooden façade makes for an iconic landmark in the mall

It would take a lot of self-control to resist the freshly-baked aroma of Marche’s breads. It’s no surprise that the store’s entrance is always blocked by people cueing for breads at the take out counter or waiting to be seated in the basement dining area.

On the way to the basement dining area, guests are greeted by this green cow…

And dolls dressed in traditional European clothes. It’s a bit gaudy and a little creepy but it’s perhaps an attempt to re-enforce the Swiss countryside feel of the restaurant

As the name suggests, the place has a market-concept. The floor is made to appear like gray stone roads in Europe and each stall is identified with chalk-written signboards. But the baskets and crates of fresh produce are complete the actual market look.

Customers can move from stall to stall to choose what they would like to have and they get to personalize each order with fresh ingredients that they can choose on the counters. Each dish can be seen as it is being prepared on the spot. It’s self-service but it’s a concept that is very interesting to customers so most of them are more than happy to take part in the experience.

Paying is easy too because the customers need not wait for the receipt. They just need to present this card at the counter where a machine will compute all the purchases with a swipe.

Store 3: Daiso Located in one of the outlet malls

Straight-forward bargain store selling a wide range of Japanese products. Counters are located at the main entrance of the store. I’m assuming this is so that they can easily manage the flow of customers.

Two things one must remember before entering the store:

1) Everything is at $2

2) No one gets away with shoplifting in this store

The various of products is perhaps the biggest draw of this store. They specialize on offering tools for minute details like these tiny cooking and cleaning items. You understand why they have a big warning about shoplifting because they are very easy to sneak inside the pocket.

From a single-sushi keeper…

To chair leg socks…

To this finger sack (a finger condom according to my naughty friend) - These amusing Japanese novelties are what keeps this store very busy with people who may appear aimless at first but ends up at the counter paying for loads of these cute but “useless” inventions. Upon paying, one realizes that $2/item is not that cheap especially when they end up not having very little use. I guess the Japanese pop music playing in the background conditions the consumers to be in the mood for Japanese finds.

Store 4: Orchard Central A mall located in Singapore’s shopping hub

It’s not a particular store but I included this place because of the mall’s Mediterranean interiors. The lights have an Eastern Europe feel to it and the fountains are very Greek. The mall also has a very distinct floral scent.

This path leads to an underground walkway that connects Orchard Central to the mall across. Still consistent with the Mediterranean look and feel, they have lined the walls with aerial moss plants and wooden doors inspired by Spanish villas. Although I appreciate the effort to make the mall have a very homey and relaxing atmosphere, I think the place is not very clear with the look and concept they would like to carry.

The exterior of the mall is very modern and futuristic

They even call it “Singapore’s very first vertical mall” though I’m not too sure what that means. It houses a lot of luxury brands which is probably why it’s a bit intimidating and why the crowd in this place is relatively small for Singapore’s mall-going culture

To provide contrast to their futuristic/snooty exterior, the mall placed several green pockets in the rooftop where kids can play. For some reason, I think the mall was not very successful in striking a balance of creating a cosmopolitan structure with a homey atmosphere. I think something is amiss.

Oddly placed next to a row of furniture outlets in an industrial complex,this shop is a wholesaler of perfumes

Store 5: Tag Worldwide

It’s a store that is only known to residents and perhaps people who work around this industrial complex. Even for its odd location, the store tends to attract customers who come here with the intention to buy in bulk since this is a wholesaler.

A few paces away from the store, one can already smell the mix of scents. Products are just shelved like ordinary grocery goods. No strategic visual merchandizing although what they usually put are bright violator signs indicating the discounts they offer for certain products.