With the support of the Singapore Tourism Board and Epson Singapore, this first-of-its-kind retail experience showcases local brands across multiple product categories
In support of Singapore’s brands and fashion designers, and to better showcase them to a broader audience, Taff (Textile and Fashion Federation Singapore) has collaborated with local retailer, TANGS, a clear choice given their legacy of supporting local talent. The resulting collaboration is庄Zhuang – Home of Singapore Designers, a pop up supported by the Singapore Tourism Board and Epson Singapore, bringing fashion, art and technology together to create a unique and engaging retail experience.
Multi-disciplinary artist, Daryl Goh, was commissioned to create Installation Lucid, an art installation that is a celebration of light, color, visuals and design incorporating projection mapping. Materials chosen for the art installation embody translucency, a celebration of light, color and clarity, but with consideration for other elements in its environment, while the projection mapping of moving images are a dynamic display symbolic of fluidity, adaptation and excellence – key conditions of production in design.
As part of the art installation, a rotating collection of outfits designed by local designers will be projected onto a mannequin showcase, and will be updated regularly. The project aims to showcase local designer brands through innovative use of high brightness and ultra-short throw technology for projection mapping, presenting a more immersive shopping experience.
“We are excited to work with TANGS and Taff to showcase projection mapping at a retail mall in Singapore. Through this partnership, we hope to showcase the various possibilities of 3D projection mapping technology and how it can be used to create an immersive and experiential experience for viewers. The collaboration is also part of our efforts to contribute towards the retail scene and support local designers in Singapore,” said Tan May Lin, General Manager (Sales), Epson Singapore.
The pop up was launched last 16 September 2016 and is situated at the fourth floor of TANGS at Tang Plaza, TANGS’ Orchard Road flagship store.
As a complement to the host of Singaporean fashion brands already found on the second floor of TANGS at Tang Plaza, fashion labels selected for 庄Zhuang – Home of Singapore Designers are new to TANGS and positioned as new discoveries for the TANGS fashion customers. Notable names for the introductory phase of the pop up include apparel brands Frontrow by Klarra, Mash Up, Revasseur and Ying The Label, along with accessories from CN Collectiv and handbags by Desti Saint.
The pop up also features a series of award-winning lifestyle brands like Supermama, Desinere and Hinika by Jarrod Lim, uniquely local collectibles from Love SG, Now & Then, The Farm Store and The Little Drom Store, and even local candlemakers Hush Candle and niche perfumery Code Deco, among others.
Throughout its seven month duration, the pop up will see regular updates in its brand mix, with new brands constantly introduced to shoppers to keep them excited and engaged, while retaining selected brands throughout, favorites of locals and tourists alike.
Said Lynette Lee, CEO of Taff, “With the support of the Singapore Tourism Board, Taff is able to showcase Singapore designers prominently on Orchard Road, at TANGS, one of Singapore’s most iconic department stores no less. Taff is proud to be on the forefront of bringing fashion and technology together, in exciting collaborations and partnerships.”
