Storeage creates LG retail experience store in Singapore

June 17th, 2011 by retail design blog


Amsterdam, June 14, 2011– Storeage, the Amsterdam-based international retail design agency, has combined brand strategy with cutting-edge design to create LG Live, a stunning retail experience store for LG Singapore. LG is one of the world’s largest consumer electronics companies.

Center aisle leading to product zones

Storeage’s task was to help LG enhance its brand by developing a store design that would inspire consumers to view it as an innovator and provider of top-of-the line, premium products.

Home Entertainment highlighting 3D Smart TVs

LG Live, located in Singapore’s prestigious Marina Bay shopping and entertainment complex, showcases LG’s most advanced technologies elevated like objects of art presented in a gallery space. At the same time, consumers can engage with and learn about the technology behind key products through interactive screens and media poles that are present throughout the store.

Living room area presenting DLNA technology

First of its kind globally, the 350 square meter store was created as a means to support the brand’s traditional retail channels and heighten consumer interest. According to Jason Steere, Storeage partner and co-founder, this is achieved through the design concept of “conceal and reveal.” LG’s advanced technologies, which are hidden behind its beautiful product designs, are revealed through interactive media and the touching, feeling and testing of products.

Advanced technology is revealed in washing machine displays

For example, an interactive directory with a touch screen at the store’s entrance helps visitors navigate the store by product and department. An electronic postcard allows customers to take pictures of themselves with a variety of backgrounds, write a note and email it directly to friends. Guests can also leave their personal details and comments on LG Pen Type interactive guestbook screens.

Live Kitchen allows customers to try out LG appliances

“This store goes a long way in positioning LG as a premium lifestyle brand through an inspiring and engaging retail experience,” said Jason Steere, Storeage partner and co-founder. “ Our design concept is based on the consumer’s desire to experience products and make buying decisions based on innovation and product functionality vs. price. We expect that consumers will walk away viewing LG as a leader and a brand of choice.”

Presentation of LG’s premium range of TVs and Blue Ray players

Powerful LG signage and a branded interactive LED window pull visitors into a launch area flanked by large display scenes and a seasonal display of the latest and greatest of LG – like LG’s sponsored Formula One car.

Consumers then move to various product display areas and on to key product group areas – home entertainment, home appliances and mobile communications. The store also features a state-of -the art screening room where you can experience 3D movies on the latest LG screens.

Ian Clarke, Storeage’s lead designer on the project, said, “We used high-end materials throughout the store to create a backdrop to the product that is both natural and futuristic, while being premium. LG Live is the perfect venue for customers to immerse themselves in technological innovation in a stylish setting.”

Floorplan LG Live Singapore

The store features pure white surfaces throughout, combined with natural wood create a harmonious feel. The LG corporate color, magenta, is used as a highlight in premium fabrics and carpets.

Storeage worked in collaboration with Saatchi & Saatchi X. and Kingsmen International who completed the store build out.

Media enquiries:
Maria Englund
+31 (0)20 422 9520
+31 (0)6 504 33 807

Storeage is an international retail design agency that embraces diversity. We like to think of design as a sport. It’s a team effort with one mutual goal – to score results. While our minds are set on winning the game, our journey there matters. We value a hands-on, collaborative approach and believe in always challenging ourselves to deliver fresh, innovative and effective creative. Our solutions are always uniquely tailored to each client at every step of the process.

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