CapitaLand has unveiled Singapore’s first “phygital” multi-label concept store NomadX at Plaza Singapura.
NomadX (pronounced as “Nomads”) is styling itself as a “phygital” store for offering a new blend of physical and digital experiences, including a gamified onboarding process, automated store assistance such as smart mirrors, interactive product walls and a cashless payment experience.
The 11,000sqft space is spread across two floors in Plaza Singapura, with frontage facing Orchard Road. The multi-label retail destination marked its official opening with a curated selection of 18 tenants offering a wide range of fashion, beauty, consumer electronics, gadgets and food and beverage offerings.
President (Asia & retail) of CapitaLand Group Jason Leow said NomadX represents CapitaLand’s commitment to embrace omnichannel retailing. “It allows us to implement and redefine our ideas for a new generation of retail offerings. As a flexible space incorporating tech-enabled retail infrastructure, NomadX will make it easier and more cost efficient for our retailers to explore and nurture new innovative concepts before wider roll-out at CapitaLand’s shopping malls.
“NomadX not only augments CapitaLand’s suite of services to meet the demands of retailers at various stages of their digitalisation journey, it will help to enhance the tenant mix at our malls over the longer term. With NomadX, CapitaLand is looking forward to working with a stellar line-up of partnerships to create new expressions of phygital retail experiences at our malls.”
To ensure maximum flexibility for tenants to push the boundaries, NomadX incorporates short-term leases and “plug & play” retail units that are integrated with smart retail infrastructure. Tenants set up temporary homes like nomads – thus the inspiration for the store’s name – that are demarcated by modular panels and equipped with interactive technologies to encourage product discovery and play.
The store’s fluid layout and data analytics capabilities make NomadX a suitable testbed for retailers to trial new concepts and products and respond swiftly to consumer reception and feedback.
CapitaLand Retail CEO Wilson Tan said the company is curating a new shopping experience at NomadX, one which goes beyond the act of simply buying.
“NomadX promises to be a personalised social space of sensation and discovery. By combining the technology of ecommerce, mobile shopping applications as well as location data analytics, we are able to work with our retailers to customise entirely unique physical shopping experiences that are based on our shoppers’ preferences.”
