|
Media Coverage:
Design For
The Pros
Today (Singapore) 24th May 2003: The Heeren shops first came into
the limelight in 2000, when it replicated the heady and vibrant
Harujuku shopping experience - characterised by niche boutiques
selling an eclectic range of merchandise.
Located on
the fourth and fifth levels of The Heeren, this area called the
Annex has been a popular haunt for shopaholics.
In a bid to
suit shopper' ever changing tastes, the mall has undergone a revamp.
With the idea
of introducing "a new level of fashion sense", a portion of the
fourth level has been redeveloped with the focus on local fashion
designs.
And while
the annex was set up targetting the young and trendy crowd, the
aim of the revamp is to attract mature working professionals.
Many of the
shops on the fourth florr are established labels.
Ming and Line
Selections, designed by Alfie Leong and Tan Woon Chor respectively,
were introduced last year by 77th Street.
I.E. is a
two-year-old label by Keth Yap, who also designs for Allure and
Melange. Shoppers will also find familiar names lie Celadon, BY
ICE, and crca 1972, with their other outlets situated in the town
area.
Bloomington
Greeting and RE-, existing tenants in the mall, have relocated
here. On the other hand, Safari and Eyesite Optic are new concept
stores set up by the same people behind Oxygen Trends and Next
I-Wear, which are already located in the Annex.
While many
retail businesses branch from floor outlets to online sales, newurbanmale.com
made a surprising about turn.
From an online
magazine for men that started in 1998, this brainchild of 33-year-old
Shenzi Chua expanded to include an online shopping mall.
The encouraging
response prompted him to set up a men's wear retail outlet and,
together with two partners, import sportswear brands from Australia
and The United states, such as aussiebum and L.A. Sporting club.
Shenzi has also created twon in-house lines -NewUrbanMale and
Shenanigans.
The mall also
has othertypes of shops offering hair services, beauty products
and computer peripherals. So, look forward to an all-round shopping
experience !
|
