UNBOXED by Singtel

to activate

Ensuring safe and seamless 24/7 service, security of the store was considered thoughtfully, comprising high-tech infrastructure and hardware fitted into ceiling for spatial considerations and sensors to monitor the store. Personalised experiences were also highlighted through advanced facial recognition technology and a roving live bot in-store to offer human-to-human virtual chat when the support is required. With 5G enabled support rolled out with the installation of a solar-powered hybrid system, the self-sustaining container space allows services to be ‘connection-free’ during operations. 

to inspire

The modular store occupies a substantial 9 by 6 metres footprint that can be decoupled and freely transported to another location within a short timeframe. Customers can try out and purchase the latest phone models and 
accessories, and recontract or sign up for new plans at self-service kiosks at their utmost convenience.The container also utilised an automated mechanical extension to further extend the retail space by another 2 by 6 metres should the event calls for flexibility. Moving from downtown to neighborhood community, the hybrid service and lifestyle environment is shapeshifting retail experiences. 

key services

design development

spatial design & build

material acquirement

project & design management

related news

Designed by FITCH, the unique mobile retail space was awarded with an outstanding store design at the World Retail Awards 2020

Also featured on CNA Luxury.

Dian Xiao Er

to inspire

Dian Xiao Er at Changi Jewel tells a tale of an oriental traveller arriving at the inn. An elevated experience from its other outlets, the dramatic setting fuses modern sophistication and ancient style.  

Substantial attention was given to maintaining a symmetrical composition throughout the restaurant, accentuating the harmonious balance that resonates throughout oriental architecture. The overall ambience maintains rich and rustic materials through motifs of timber abacuses, terracotta roof tiles and natural raw granite. Binding history to the present, these materials complement the authenticity of their herbal roast duck prepared daily and on display in the modern open kitchen concept.  

Captivating first sights are the circular frames greeting visitors, a unique spatial experience that draws attention inwards while delineating spatial hierarchy. As you proceed in, you may pick a seat among the common areas or make your way to the private rooms. The cavernous quality of the curved frames is compatible with the earthy timber and weathered stone, creating nostalgia and coziness in the environment.  

Walking by the façade of the restaurant, the unique visual symmetry draws visitors in to appreciate the refined yet raw ambience while savouring their traditional dishes. In this abstract arrangement that leaves a modern impression, stepping into the store is akin to stepping into a 21st century Chinese teahouse. 

Visual Symmetry that can be seen from the entrance
“The detail in the visual experience is outstanding, via simple inexpensive but effective design
to draw the focus of customers into the internal environment with strong visual guides via circular frames.
A very good example of how a clever and simple idea can carry the entire design of a space without overdoing.”
Ken Koo
President of Red Dot, Asia
“This is a great example where design did its magic to elevate the brand to a higher
refined level by transforming this restaurant's spatial experience through contemporary
interpretation of Chinese architecture, interior, furniture and decorative elements. 
The keen attention to refined details, clever use of symmetry and tapestry of materials
creates a visually balanced environment very suited for eating experience.”
Low Cheaw Hwei
Head of Design for Philips in Asia

key services

design development

spatial design and build

ideation & concept design

related news

Dian Xiao Er project was awarded Gold for Original Design at our annual Kingsmen Q Awards.
The modern store is located at Changi Jewel, #B2-229.

A novel retail experience of tech and mobility launches with Singtel’s new box of wonder

The pop-up store was conceptualized to be a container that was modular without compromising design. A round-the-clock store kitted out with the latest digital-enabled features, service can be called upon through three video-assisted self-serve kiosks. Moving from downtown to neighborhood community, the hybrid service and lifestyle environment is shapeshifting retail experiences. 

Watch it in motion below: