To make jewellery shopping a casual, delightful and fun affair Goldheart Jewellery has done away with the conventional setting – and even the doors – for its new Plaza Singapura store. Instead, its designs are now showcased in an intimate and unpretentious “public living room” setting.
The Communal Table, for instance, serves as a gathering point, around which shoppers can converse.
At the bookcase-like Library of Gold, shoppers are encouraged to pull out drawers and check out the collection of 916/999 gold pieces.
And, when ready to see the bejewelled items up close, head over to the lounge area: High-back seats offer privacy, while a round display counter encourages casual tete-a-tetes.
“We outfitted the interior with a credenza, dresser and settee, which are furniture items one expects to find in a home. It is so that the brand can connect with shoppers on a more relaxed level, and they don’t feel hurried. Materials like terrazzo, timber and fabric in warm colours also create a welcoming ambience,” says Dannie Seow, founder of design consultancy Alchemist Office.