Skechers in Singapore has opened the brand’s largest experience store in Southeast Asia, at Jewel Changi airport. The 5000sqft duplex store’s interior has been designed with an overall modern and sleek look, achieved through the use of bright lighting and cement panels. On opening day, more than 2500 shoppers and 250 invited guests were at the store to participate in activities including a fashion and dance showcase. “For the past 10 years, Skechers has been evolving and
een evolving and improving ourselves in terms of retail shopping,” said Vincent Leung, president of Skechers Southeast Asia.
“Our clear direction is to create a wonderful customer shopping experience, with Brand Experience Stores in China, Hong Kong, and now our very first in Southeast Asia right here at Jewel Changi Airport.”
(Photo: Vincent Leung, president of Skechers Southeast Asia, shares the brand’s plans for Singapore and the region)
A staircase between Levels 1 and 2 features a colourful wall mural designed by Diplomat, a group of young budding Singapore artists, adding energetic hip-hop and street-cred elements to the space.
There is also a photo zone on Level 2, where visitors can take selfies with a fun photo-wall.
Another highlight of the Skechers in Singapore store exclusive to Jewel is a customisation zone, where one can personalise selected Skechers shoes or apparel with embroidery or heat press.
Guests of the opening were able to make their own customised pouch, choosing motifs to create a unique souvenir of the event.
Heat-press customisation at Skechers Jewel Changi Airport storeActress and host Yap Huixin checks in at the customisation zone.
