Alfred Dunhill opens concept store

One year after a “garage” pop-up store in Paragon Singapore, British men’s luxury brand Alfred Dunhill has opened its first-ever concept store.

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Its second outlet in Singapore brings to life the brand’s heritage of motoring, saddlery and gentlemanly inventions and adventures, says president Francois Carrere.

Inspired by the Alfred Dunhill home Bourdon House, the store’s decor features a mix of contemporary and vintage furniture, diverse textures and curios, as if thoughtfully curated by a man who has travelled the world and appreciates modern luxury as well as the tradition and longevity of craftsmanship.

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Dunhill’s roots in Singapore date back to its first store in the city opening in 1971, and the evolution of the new store’s aesthetic and location in Paragon furthers the brand’s relationship in a contemporary lens.

The store’s entrance features curved glass bay windows and recessed doors honouring the Regency architectural style established in London’s shopping arcades of Piccadilly and St James. Reminiscent of the grand checkerboard hallways of Victorian England, the entrance flooring features black and white checkered tiling. Wrapping across the store’s facade is the iconic Dunhill navy blue, evocative of the brand’s evening dinner jackets. The crosshatched design of the entrance door kick plate was inspired by the engine turn pattern used on Dunhill products since the early 1920s.

Grounding the store’s interior is a melange of wooden floor finishes and oriental rugs traditionally found in the most exclusive London private members clubs. Sleek table tops are set against traditional wood panelling, adding to the eclectic arrangement of freestanding display cases and chairs. In celebration of the founding principles of Alfred Dunhill’s Motorities business, beautifully crafted leather accentuates the interior through diamond stitch wall panels, drawer handle pulls, and vintage leather furniture.

The brand is now owned by Switzerland-based luxury goods holding company Richemont.


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