The new retail concept store from Naiise makes shopping a fun, interactive experience again
The only duplex store by a homegrown retailer in Jewel Changi Airport, Naiise Iconic proudly spotlights more than 140 local designers and creators, a great majority of the 200 brands in total. But simply placing Singapore brands on a more global platform is not all that the leading multi-label retailer Naiise aims to do with their new concept store – they want to transform the way you shop and experience the brands. If you are someone who believes retail therapy at brick-and-mortar stores is less and less possible in today’s digital age, visit Naiise Iconic with an open mind and get ready for a pleasant surprise.
Upon entering the space, we could tell that local pride is infused into the very fibers of the store’s design. It’s all done subtly, too. Flanking the doorway are handcrafted wood from Singapore’s own fallen rain trees, beautifully carved and arranged to mimic Merlion scales!
Step further inside and you’ll be greeted by more Merlion scale motifs, this time gracing the counter of the Gift Bar. It’s one of the main highlights exclusively available at the Naiise Iconic store – it offers gift wrapping from $3 (on top of the basic papers and ribbons, you can even add a calligraphy name, dried flowers and more to your gift), and product customisation services. If you purchase some jewellery from The Mind Company, make the piece extra unique by engraving it with your name for $15! With any purchase from The LAB Fragrances, you can also pop by the Gift Bar to customise your perfume label for free.
That’s not all the items you can make uniquely yours right after your purchase. Notebooks and planners from popular Malaysian stationery brand ana tomy are also available for customisation, from the structural level of the loop wires to the cover art, and the choices are amazing. A less expected product that you can also customise at Naiise Iconic is skincare. Head upstairs where the rising homegrown skincare brand Alcheme has set up its counter, not far from their Custom Lab.
Alcheme specialises in creating skincare products – particularly moisturiser, serum and eye serum – that are unique to suit each person’s individual skin type, needs and lifestyle. Usually, the custom-made skincare magic is completely done on their website, via an online consultation service. At Naiise Iconic, visitors can test the service out in-person, which means you can ask the experts about any questions and concerns you may have about the service. And you can observe how they concoct your customised moisturiser or serum in under 30 minutes!
Another skincare brand to look out for is RE:ERTH, a Singapore-based Japanese brand that uses naturally derived ingredients. RE:ERTH has a huge counter with taps and mirrors included, for you to try out the products on the spot.
Not only are the local brands creating something special just for us, we also get to give something back to them! On the upper level of Naiise Iconic is The Launchpad, a little corner with a few tablets. Using the tablets, consumers are invited to provide feedback for emerging designers about their new prototypes and products, so we can somewhat collaborate with designers and help bring to life some wonderful creations!
Fashionistas, you’re going to want to plan ahead to spend some time browsing through the beautiful apparels and accessories at Naiise Iconic. There’s a great selection of your favourite Naiise womenswear brands alongside kidswear. Many of the fashion brands are local or based in Singapore, too.
A new homegrown brand we discovered and fell in love with at Naiise Iconic is Paperdaise. They make handcrafted wood pins, earrings, necklaces, brooches and more. We just love the charming designs, some of which – such as the pelican playground motif earrings – are super nostalgic.
And it isn’t a Naiise store without the quirky Singapore-themed novelty products!
Most of the locally-inspired novelty gifts and souvenirs can be found on the lower level of the store. You can’t miss the colourful shelves filled with curry puff cushions, Singapore shophouse postcards, Botanic Gardens-themed plates and more!
After doing your shopping, kick back and recharge with a warm cup of tea. Naiise teamed up with Teapasar for a special tea bar that puts together over 30 independent tea brands, including many local favourites such as Kindred Teas and the Gryphon Tea Company. The tea bar follows Teapasar’s innovative tea marketplace concept that helps you find your perfect blend based on your taste preferences, and here’s the place to test it out in person!
There’s a whole cafe inside Naiise Iconic for you to enjoy more drinks and yummy treats! It’s Naiise’s first cafe, and they’re going big with an “open-source” communal pantry featuring an exciting range of homegrown F&B brands. What’s more, the selection will be updated and refreshed quarterly! Right now, visitors can try healthier ice-cream and sorbets by Nuude (from the same team behind Udders), coffee by Bettr Barista, instant superfood juice by Doki Doki, cakes and pastries by Joe & Dough, and more.
With so many types of items to shop and enjoy (we haven’t even mentioned the shelves of books yet!), Naiise Iconic is a place to spend a wonderful afternoon in. If you feel inspired by the local designers around you, extend your stay at the store even longer by taking part in the creative sessions and workshops, soon to come! Check out the official website for more updates.
Jewel Changi Airport, 80 Airport Boulevard, #02-205/206, Singapore 819642
All the photographs in this article are unedited and taken using the OPPO Reno Standard Edition smartphone camera.