A sensorial visual merchandising display with SingaPlural 2014 – 48 Hours Challenge @ Robinsons Orchard

48 hours Challenge - Welcome to the Jungle with Swarovski 6

SingaPlural 2014 – 48 Hours Challenge @ Robinsons Orchard saw designers of Textile and Fashion Federation (Singapore) (TaF.f) working around the clock for 48 hours to showcase their talent in design by transforming the outdoor Outer Space into an impactful visual merchandising (VM) display. Based on the theme “Welcome to the Jungle” the VMs integrated home and fashion merchandise from Robinsons with ready made and loose Swarovski crystals. The astounding creativity in design exuberated in designs evident with VMs creating thought provoking artefacts by manipulating Swarovski crystals into an adventure of Masquerade-esque tribal masks for the public to peer through, turntable consoles, a mad hatter cascading tea party table.

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SONY DSCMs Chee Sau Fen, Ms Nikki Chua and Mr Cary Cheng presenting their amazing VM vision to the media. SONY DSC

The members of the jury for SingaPlural 2014 – 48 Hours Challenge @ Robinsons Orchard comprises of distinguished professionals – Daniel Boey, Fashion and Creative Director; Franz Kraatz, Managing Director, Robinsons; Helene Keech, Vice President Corporate Communication and Design Services, Swarovski, Paul Khor, Fashion Curator, Actually Pte Ltd as well as Andrew Pang, Co-Chairman of SingaPlural, Vice-Chairman of Design Development, SFIC and Managing Partner of Egg Creatives Pte Ltd.

48 hours Challenge - Welcome to the Jungle with Swarovski 5

Mr Franz Kraatz, Managing Director of Robinsons said “The Robinsons family has always been supportive and nurturing of design talent in Singapore, and we are delighted to have been able to celebrate design in this year’s SingaPlural. Given that the world of visual merchandising is one that many members of the public are curious about, initiatives like SingaPlural 2014 – 48 Hours Challenge @ Robinsons Orchard are a great opportunity for us to raise awareness for the hard work and inspiration involved in bringing a static display to life. We look forward to participating in similar design-driven events in the future, providing local talent with avenues and opportunities to express themselves even better.”

Nadja Swarovski, Member of the Swarovski Executive Board commented: “Collaborating with emerging designers has been a cornerstone of what we do. We look for designers who push creative boundaries and test the limits of craftsmanship; who embrace crystal as a creative material and are inspired by its limitless potential.”

48 hours Challenge - Welcome to the Jungle with Swarovski - Winning team with Judges 3

After intense deliberation, the members of the jury declared that the SingaPlural 2014 – 48 Hours Challenge @ Robinsons Orchard was won by the “Retail Glamour” team. Comprising Ms Chee Sau Fen, Ms Nikki Chua and Mr Cary Cheng, the display, inspired by the theme “Welcome to the Jungle: In collaboration with Swarovski”, was based the three key concepts of “expedition, exploration and discovery”. The visual merchandising space featured a multi-faceted display inspired by an explorer and featured items, sourced from Robinsons and Swarovski that were reminiscent of mementoes from his journeys. Handmade embellishments and decorations complete the intricate setup, with members of the public invited to participate as well, by posing with a series of tribal masks embedded with Swarovski crystals.

The designs that make up SingaPlural 2014 – 48 Hours Challenge @ Robinsons Orchard will be showcased at Robinsons Orchard until 31 March 2014, and the winning team was rewarded with a cash prize of S$4,800, sponsored by Robinsons.

Image Credit: SingaPlural 2014 – Organised by Singapore Furniture Industries Council

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