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.