Durasafe continues its expansion with the opening of a new retail store at Suntec City, #02-456/457 on 1st June 2015. Spreading over 1,200 sqft, the new concept store with workwear and sportswear provide shoppers the unique experience of buying work related products, apparel and gear for outdoor sports and travel activities.

The design of the store depicts the company’s new theme for its retail exploration “Work Hard Play Harder”. It has an industrial vibe, playing on a casual and outdoor concept. On entering the store customers are greeted with an explosion of colours from a good selection of attractive and colourful T-shirts, bibs, sweaters, jackets, parkas, shorts, sneakers, helmets, gloves and sunglasses to convey feelings of protection, elegance and youth and freshness. The front window three mannequins dressed in sporting gear exude fun and fitness. The centre mannequin on a bicycle dressed in cycling gear represents some of the best in the world.

The spacious two-seater sofas placed in front of the cashier counter and surrounded by plants offers customers the opportunity to relax while shopping. The quirky changing room emulate Dr. Who time machine and add a sense of nostalgic adventure. One large HD TV behind the cashier payment streams HD video of new products and music videos. Overall, the store has a personality that resonates with Durasafe “Work Hard Play Harder” theme unlocking a whole new debate about work should not be boring.

Design: OP3 International / Kelvin Foo
Photography: Edward Hendricks