Singapore’s first Clarks Pure concept store opened its doors today, described as “a classic, understated and uncluttered retail space which reflects the brand’s history and modern spirit”. The new Clarks Singapore store is located in the Ion Orchard shopping centre. It is the first Pure store to be opened by the footwear brand in Southeast Asia and follows successful launches in Manchester and Glasgow, in the UK.
Guillaume Nagy, president SEA & Oceania, at Clarks, said the store is designed to breath a new personality into the brand. It will be rolled out in other Southeast Asian markets during coming months.
“We want to offer this elevated brand experience with the Pure store design,” said Nagy. “Singapore has an incredibly dynamic retail environment and we know the extension of Pure to Ion Orchard will be well received by existing and potential consumers. It is the first retail initial initiative of many to be implemented in the city state, turning Singapore into our flagship market and a centre of excellence for the region”
Nagy said the focus of the store design was to make the shoe the star and to tell immersive stories that resonate with consumers.
“Pure helps us achieve both in a way that is authentic to Clarks.”
The new Clarks Singapore store features classic leather buttonback seats on birch floors and soothing neutral colours. It uses natural materials such as oak and timber to build on the themes of simplicity and honesty.
Light boxes and opal resin podiums create a gallery-like display space for the collections. Brand and campaign imagery are displayed within the store for enhanced storytelling, while large-scale lightboxes draw consumers in and communicate key brand messages.
The concept was designed by Stiff & Trevillion, whose spokesperson said Pure was chosen as the concept because it links to honesty.
“Clarks uses honest design and materials in its shoes and we wanted the store design to reflect that through the use of natural materials and truthful lighting.”