Singapore book outlet Times Waterway Point is the biggest concept bookstore yet for the group.
At the new Waterway Point mall in Punggol, it covers about 7335 sqft (681 sqm) and has dedicated sections for children, lifestyle products and a workshop.
Established in 1978, the Times Publishing Group sells English-language books and complementary products through a chain of bookstores throughout Singapore and Malaysia. Times Waterway Point is the seventh Singapore outlet for the group. With an orange palette, complemented by brown hues of wood structures and trims, the store creates a welcoming and cosy vibe.
“Times has seen a healthy growth in numbers and positive reception since we shifted our focus to children and families in the past six months,” says head of retail Helen Lek.
“We seek to create an inspiring and conducive setting for parents to not only spend quality time bonding with their children over exciting activities and workshops at our bookstores, but also to take a moment for themselves to explore our lifestyle books and merchandise.”
A key highlight of the Times Waterway Point bookstore is the enlarged children’s section, Times Junior, which spans 1600 sqft. It features not only educational books, activity books and educational toys, but is a fun area where children can read or interact with each other.
Another prominent facet is the 600 sqft island-style Lifestyle Section, that can be converted into a space for workshops, activities or educational events. Upcoming activities include storytelling for children, financial workshops, cooking demonstrations, and arts and craft sessions.
As well as lifestyle, fiction and nonfiction books, the shop offers a selection of Chinese and school assessment books and materials for children. There are also stationery and lifestyle offerings, such as writing accessories, gift items and accessories.
With the launch of the concept store, Times has taken on celebrity mum Diana Ser as brand advocate.
“This partnership is based on the shared vision of advocating the benefits of reading books and the importance of fun learning for children,” says Lek.
With the aim of creating a holistic educational “pit stop” for children, Times recognises that Ser’s bilingualism in the English and Chinese languages makes her a good role model. Her appointment as brand advocate is timely as Ser has just launched her online edutainment program Crazy About Chinese, based on her experiences of teaching Chinese to her four-year-old daughter Jaymee.
Times will continue to expand its repertoire of Chinese books and products.
