Naiise’s ‘Iconic’ New Store At Jewel Changi Airport

Naiise is no stranger to the average Singaporean, having been around since 2013. It started out as an online platform and gradually expanded into several brick-and-mortar stores across the island. Today, it has left its mark both locally and internationally — having expanded its retail presence to Malaysia and the United Kingdom.

This May also marks Naiise’s first Iconic store at the highly-anticipated Jewel Changi Airport. It is also the only local brand to occupy a duplex unit, alongside major international brands.

The concept of Naiise itself, largely celebrated for advocating local designers, started when Mr Dennis Tay, founder of Naiise, set out to find a solution for the lack of exposure and accessibility in the local design scene. So yes, you could say it all started from home — which is why we found the homely interior of Naiise Iconic appropriate and tasteful!

The Store’s Design

Incorporating our national icon into the store’s design, wooden Merlion scales, derived from locally-sourced fallen Rain trees, greet visitors at the store’s entrance.

It does not end there — you can also spot similar Merlion scales motifs inside the store, near The Pantry and Gift Bar. The scales are even crafted by local artisans, adding an authentic spin to the space.

Visitors will feel at home as they saunter around the store, going from spaces designed like walk-in wardrobes or marbled powder rooms.

With more than 140 local brands in store, 70% of their tenant mix are homegrown brands and 25% are selling exclusively at Naiise Iconic. This makes them the brand with the largest selection of locally designed products and souvenirs within Jewel.


Now, Naiise has always been known to house local brands. So, what makes Naiise Iconic different?

Yong Jieyu, co-founder of STUCK Design, says, “The physical store no longer stands as an exclusively retail space, but is shifting towards becoming an activation space where the brand is experienced.”

Naiise Iconic is not only different from the existing Naiise stores but pretty much every conventional retail store out there. From the store’s design that emulates a home more than a store, to the availability of several customisable services and local F&B brands in store — it is the first of its kind in Singapore.

Going beyond retail, the store is also a space for local designers to learn and grow their product or brand. It not only brings the local design community together, it also acts as a bridge between designers and consumers.

This takes Naiise Iconic from your average retail store to a space that engages its customers beyond the conventional retail experience.

Here’s what you can look out for:

Retail Services

Wrap up your shopping with customisable gift wrapping at the Gift Bar. Shoppers can choose from more than 100 gift wrappers, ribbons and other accessories, adding a personal touch to your gift.

At the new store, there’ll also be several areas where you can get a range of customised items. Look out for on-the-spot jewellery engraving at The Mindful Company, customisable skincare products from homegrown beauty brand Alche{me} and a complete notebook customisation process with acclaimed customised notebook makers, ana tomy.



F&B Options

The cherry-on-top? Food, of course.

All that shopping is bound to get you hungry. Dig in at The Pantry, an open-source cafe that carries unique homegrown F&B brands like Nuude by Udders, Joe & Dough, Bettr Barista, Doki Doki and Fossa Chocolate.

Clean out your palate by sampling tea from Teapasar‘s Tea Bar. Offering quality tea from more than 30 brands, you are bound to find your cup of tea! Loop in on an educational experience by learning about farm-to-table teas and catch a glimpse of tea roasting live at the bar.


Exclusive Community Programmes

Shoppers are not the only ones that can benefit from this new retail experience — designers can too!

The Launchpad is a newly-implemented platform that brings consumers, makers and designers together. Here, consumers can contribute to the product creation process by asking questions and sharing constructive feedback.


Local designers can also participate in pop-ups and exchange programmes from the new Springboard Programme “Take Flight”, or anticipate talks from local designers and monthly Creative Sessions hosted at The Workshop.

The Naiise Iconic App

Of course, innovative retailers such as Naiise look towards new technology to upgrade our average retail experience — and that’s where their app comes in. Shoppers can access detailed brand and product information by scanning the product’s QR code using the in-store tablets available.

The app can also suggest product recommendations and allow customers to add products to a virtual wishlist that can be emailed to themselves after.

Incorporating technology that modern consumers are familiar with, the app enables customers to transit smoothly from offline to online shopping. Increased convenience and efficiency only means one thing — more shopping for everyone!

Naiise Iconic introduced several in-store facilities new to the local retail scene. Even if you were to walk out of the store empty-handed, you would have gained a new experience nonetheless. With that alone, the brand already lives up to its name and will continue to be an icon amongst local retailers.

Naiise Iconic Singapore is located at 78 Airport Boulevard, #02-205/206, Jewel Changi Airport, Singapore 819666. It opens from 10 a.m. to 10 p.m. daily.