Danish furniture brand Fritz Hansen is experimenting with a new retail format in Singapore, combining a furniture showroom with a restaurant to create a more immersive customer experience.
© Fritz Hansen | LinkedIn
CEO of Fritz Hansen Asia, Dario Reicherl.
Located on Henderson Road, the concept allows visitors to experience the brand's furniture in a real-life setting, rather than a traditional static display. By integrating dining into the space, customers can interact with the products more naturally and for longer periods of time.
According to Dario Reicherl, CEO Asia at Fritz Hansen, the approach is designed to bring furniture to life. "You experience furniture in real time," he said, highlighting the shift toward experiential retail.
The concept builds on similar initiatives in South Korea, where Fritz Hansen has explored multi-functional spaces that combine retail, office environments and hospitality. These "third spaces" are intended to foster interaction between customers, designers and industry partners.
The Singapore location forms part of the brand's broader expansion strategy in Asia, where it is testing new ways to engage consumers and redefine the showroom model.
By blending design, lifestyle and hospitality, Fritz Hansen is responding to changing retail expectations, where experience and engagement are becoming as important as the products themselves.
Source: www.scandasia.com
