Thursday, December 7, 2023
Jewel Changi Airport, known as Jewel, has introduced an enticing new retail cluster specifically crafted as a center for ‘Exploring the Best of Singapore Brands.’ In collaboration with the Singapore Tourism Board, both travelers and visitors can anticipate an immersive shopping experience featuring exclusive offerings from Jewel, local craftsmanship, Singapore’s heritage, first-of-its-kind souvenirs, and merchandise. Additionally, this unique space showcases innovative food and beverage concepts from homegrown brands. Among the featured brands are six ‘Made with Passion’ brands, including Anthology of Compendium Spirits, IRVINS, Kele, Kim’s Duet, Kwong Cheong Thye, and Ya Kun Kaya Toast, along with I Love SG and Keong Saik Bakery—all seamlessly integrated into a cohesive 370-square-meter area.
Inspired by Jewel’s renowned indoor greenery, the new retail cluster boasts stylish landscaping and adopts an open-concept design, allowing the brands to align seamlessly. Positioned prominently on Jewel Level 1, near aviation facilities like the Early Check-in Lounge, Changi Lounge, Baggage Storage, and Tax refund stations, its strategic location ensures convenient access for travelers to immerse themselves in all things Singapore. Local visitors can also uncover exclusive offerings curated by the brands, available solely at this new retail cluster. This innovative retail concept reinforces Jewel’s identity as a showcase of the best of Singapore and enhances the Level 1 East shopping street, anchored by two prominent homegrown brands. Notably, this cluster adds to Jewel’s extensive lineup of over 120 Singapore brands, with almost half of its 250 retail and F&B mix consisting of homegrown brands—the highest proportion in relation to its net lettable area (NLA).
Highlights of the Jewel-exclusives and offerings include three brands with dine-in concepts: Keong Saik Bakery offering traditional and modern pastries, Ya Kun Kaya Toast serving familiar toast sets and coffee, and Anthology of Compendium Spirits, featuring Southeast Asian-inspired cocktails and craft spirits. Kim’s Duet will debut its flagship store, showcasing the unique roasting method behind Singapore Nanyang coffee. Other offerings include barrel-aged Soya Sauces from Kwong Cheong Thye, premium confectionery from Kele, addictive snacks from IRVINS, and local souvenirs from I LOVE SG.
James Fong, CEO of Jewel Changi Airport Development, expressed during the official launch that fostering the growth of local brands aligns with Jewel’s vision of ‘World Meets Singapore and Singapore Meets the World.’ The new retail cluster aims to inject vibrancy into Jewel’s retail landscape, catering to both local and international visitors. As international borders reopen, the presence of these homegrown brands is anticipated to enhance the overall retail and dining experiences for Jewel visitors. The ‘Discovering the Best of Singapore Brands’ retail cluster’s opening is well-timed, anticipating a full travel recovery to pre-COVID levels in 2024.
Notably, Jewel observed a year-on-year 30% increase in footfall from July to October 2023, representing approximately 85% of the same period in 2019. Tourists accounted for 30% of the total footfall, with the top 10 foreign visitors coming from Malaysia, China, United States, India, Netherlands, Australia, Indonesia, Philippines, Thailand, and Hong Kong.
To celebrate the launch, a special promotion allows shoppers to redeem an exclusive ‘Discovering the Best of Singapore Brands’ premium with a minimum spend of S$60 at any store in the retail cluster. Mastercard holders enjoy a special rate of S$45. Additionally, from December 1, 2023, to February 29, 2024, Jewel shoppers can avail themselves of the Jewel Festive Hands-Free shopping service, allowing them to deposit bags at the Basement 1 facility for S$6 over a 3-hour duration, with a minimum spend of S$50. Terms and conditions apply.
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