CapitaLand unveils Singapore’s first “phygital” multi-label concept store NomadX at Plaza Singapura
11,000-square-foot space to debut physical outlets of online retailers including Alibaba’s Taobao, Digital Fashion Week and Style Theory
Singapore, 8 November 2018 – CapitaLand is giving its shoppers a new reason to rediscover the joys of experiential shopping with NomadX (pronounced as “Nomads”) — Singapore’s first “phygital” multi-label concept store offering a new blend of physical and digital experience. Be it a gamified onboarding process, automated store assistance such as smart mirrors, interactive product walls or the cashless payment experience, NomadX is designed for shoppers to enjoy shopping intrinsically as a social activity — one of sensation, discovery, immediate gratification and convenience.
NomadX occupies 11,000 square feet of space spread across two floors in Plaza Singapura, with an attractive frontage facing Orchard Road. The multi-label retail destination marks its official opening today with a curated selection of 18 tenants offering a wide range of fashion, beauty, consumer electronics, gadgets and food & beverage offerings. These include the first physical outlets in Singapore for Alibaba’s Taobao, as well as that of online fashion businesses Digital Fashion Week, evenodd, Révolte and Style Theory. New-to-market brands include audio products specialist JBL and restaurant Bizen Okayama Wagyu Steakhouse by Aston Soon. Shoppers can also look forward to limited editions of well-known brands at NomadX, including the highly-anticipated Karl Lagerfeld’s K/Klassik Pins collection.
Mr Jason Leow, President (Asia & Retail), CapitaLand Group, said: “NomadX represents CapitaLand’s commitment to embrace omnichannel retailing. It allows us to implement and redefine our ideas for a new generation of retail offerings. As a flexible space incorporating tech-enabled retail infrastructure, NomadX will make it easier and more cost efficient for our retailers to explore and nurture new innovative concepts before wider roll-out at CapitaLand’s shopping malls. NomadX not only augments CapitaLand’s suite of services to meet the demands of retailers at various stages of their digitalisation journey, it will help to enhance the tenant mix at our malls over the longer term. With NomadX, CapitaLand is looking forward to working with a stellar line-up of partnerships to create new expressions of phygital retail experiences at our malls.”
To ensure maximum flexibility for tenants to push the boundaries, NomadX incorporates short-term leases and “plug & play” retail units that are integrated with smart retail infrastructure. Tenants set up temporary homes like nomads – thus the inspiration for the store’s name – that are demarcated by modular panels and equipped with interactive technologies to encourage product discovery and play. The store’s fluid layout and data analytics capabilities make NomadX a suitable testbed for retailers to trial new concepts and products and respond swiftly to consumer reception and feedback.
Mr Wilson Tan, Chief Executive Officer, CapitaLand Retail, said: “CapitaLand is curating a new shopping experience at NomadX, one which goes beyond the act of simply buying. NomadX promises to be a personalised social space of sensation and discovery. By combining the technology of ecommerce, mobile shopping applications as well as location data analytics, we are able to work with our retailers to customise entirely unique physical shopping experiences that are based on our shoppers’ preferences.”
The NomadX Experience
NomadX adopts an innovative tribe-based marketing strategy to enhance shopper engagement. The shopper journey begins with an onboarding gamification process using facial recognition technology, whereby members of CapitaLand’s CapitaStar programme can opt to register their visits and win attractive gifts and STAR$®. Based on their profiles and preferences, shoppers will be assigned to one of four tribes – Sea, Mountain, Forest, and Wind – which in turn corresponds to The Enigmatic Shopper, The Conquer-It-All Shopper, the Love the Earth Shopper and the Live-It-Up Shopper profiles respectively. Each shopper profile is tied to a proposed shopping route, as well as product and deal recommendations.
Upon entering NomadX, shoppers are welcomed by a unique lush and green scent specially concocted by Scent Partner Oo La Lab. With touchscreen televisions provided by Key Technology Partner Samsung, shoppers interact with product walls using QR codes as part of NomadX’s screen-to-mobile customer engagement capability.
Inside NomadX, Audio Visual Partner Sony powers a unique Sonic Surf VR (SSVR) audio technology that combines multi-channel speakers and proprietary software to simulate surround and partitioning sounds for an immersive aural experience. In addition, Music Partner Sony Music Entertainment Singapore has curated a bespoke NomadX playlist to take shoppers from day to night. Over at Official Card Partner American Express’ digital lounge, shoppers will be pampered with complimentary drinks.
Based on their preferences and the number of visits, visitors to NomadX will be rewarded with exclusive CapitaStar e-deals and STAR$®, which are accessible via the CapitaStar app and redeemable in-store. NomadX adopts a cashless payment system. In addition to payment by credit cards, NomadX accepts ePayment modes such as StarPay – the in-app ePayment feature on CapitaStar – and NETS.
In celebration of NomadX’s opening, the first 300 American Express card members who charge $150 to their American Express Cards via StarPay will be rewarded with 20,000 STAR$®. The first 400 non-cardmembers who spend a minimum of $150 at NomadX will receive 10,000 STAR$®. Promotions run till 30 November 2018 (terms and conditions apply).
Please refer to Annex A for Partners of NomadX and Annex B for Retailers of NomadX.
With collaboration at the core of its philosophy, NomadX has engaged partners the likes of Samsung Electronics (Key Technology Partner), Sony (Audio Visual Partner), Sony Music Entertainment (Music Partner), Oo La Lab (Scent Partner) and American Express (Official Card Partner). NomadX has also received support from agencies such as Enterprise Singapore, Economic Development Board and Info-communications Media Development Authority.
Mr Jui Siang Lee, President, Samsung Singapore
“Samsung is always excited to explore new and innovative ideas and real-world application of technology. CapitaLand’s NomadX aims to introduce the next level of retail experience for consumers and Samsung is happy to partner in this initiative.”
Mr Ho Yat-Wai, Singapore Country Manager, American Express
“CapitaLand is one of our long-time partners and we’re excited to further our partnership by working together on this futuristic showcase with cashless payments as one of the highlights. We’re also looking forward to engaging digitally savvy millennials through our experiential pop-up lounge with complimentary coffee and other exclusive rewards for our Card Members.”
Add a Klassik spin on your wardrobe with Karl Lagerfeld’s Pins collection bags and accessories exclusive to NomadX. A playful approach to luxury, this collection is scattered with gleaming silver-toned pins that represent the world of Karl Lagerfeld. The sleek designs come in a mix of smooth leather and bouclé tweed with hints of lurex for added sparkle.
Miss Selfridge is making a comeback with an offline store at NomadX. Be ready to fill your wardrobe with sparkle, shimmer and stacks of gorgeous day & night wear. Shop the fabulous variety from glamorous dresses to party outfits now!
Rèvolte, a premium Singapore fashion label is launching Mlouye, the it-bag brand from Turkey. Exclusively available at NomadX, crafted in quality cow leather with cotton twill lining, Mlouye’s structured designs are aesthetically faultless and exceptionally functional.
Local fashion rental subscription service, Style Theory, is setting up their first offline presence featuring the Smart Wardrobe of the Future at Nomadx. Smart mirrors enhancements and fashion advisors will offer sizing and styling recommendations that are seamlessly delivered to your phone via the mobile app. At Style Theory, one can also browse and try on designer pieces from a continuously refreshed and rotating selection of everyday styles and sizes from work to weekend. New subscribers at Nomadx will also receive $30 off their first month of subscription.
Digital Fashion Week (DFW) expands its business repertoire to include a retail arm that caters to both men and women. The DFW store multi-label boutique makes its offline debut with streetwear labels, Thrasher, Good Worth, Made in Paradise, Mora 1962, and Vincenzo de Lauziers.
Singapore ready-to-wear menswear and womenswear label evenodd was established in 2011. Taking inspiration from the prim and proper and reinterpreting ideas with a contemporary twist, evenodd will establish its first menswear and womenswear flagship store, complemented by its in-house accessories label TAKE-OUT BAGS, at NomadX. Driven by the desire to take Singapore’s menswear to new heights, designer Samuel Wong will present the label's brand-new look and identity at NomadX.
Shoppers can craft their own scent at homegrown fragrance design and mixology label, Oo La Lab’s first-ever specialty store on level one, through an educational and interactive digital process aided by RFID tags and interactive displays. Also scent partner for NomadX, Oo La Lab has specially concocted a NomadX scent that rouses a fresh sense of awakening, and awe.
Play chemist in the comforts of your own home with the eponymous Eau de Parfum Oo La Lab Mixology Kit which will be launched at NomadX. Oo La Lab’s signature scented candles will be available in giant 500g and 1kg sizes only at NomadX. Shoppers can also exclusively purchase 27 fragrance notes to a single notes in 8ml spray vials or select 7 fragrances notes in a Gift Set for your layering experiments. In celebration of the festive season, Oo La Lab will also be offering festive fragrances (for candle and Eau de Parfum) at NomadX until 31st December 2018.
Beauty aficionados will delight in the offerings at NomadX. Popular Korean beauty and skincare brand Mamonde promises to nurture and enhance your natural beauty with their range of skincare and beauty products.
Franco-Korean brand JOWAÉ alsopromises torestore the natural harmony of your skin with their range of unique products which combines Asian medicinal plants with French skincare technology to create the best-of-both-worlds in skincare.
L'Oréal will be launching their first experiential store with the Derma Center that will house three premium dermatological brands, La Roche-Posay, Vichy and SkinCeuticals that promises to address your beauty needs even for the most sensitive skin with clinically proven remedies steeped in heritage.
Technologyfactors greatly at NomadX not only through proprietary technology within the phygital space but in product offerings as well. For the latest in Korean beauty technology, By Peapods offers Singapore’s first ‘CF Magic Mask’ exclusive at NomadX. Address your beauty woes such as acne scars, redness and blemishes and regenerate your skin with daily facial LED light therapy at home. Also available are Spatulaworks natural skincare products. These products contain no alcohol, no synthetic surfactant, and formulations are customised fresh every month for Singapore.
Technology giant Alibaba Group launches its first new-retail concept store in Singapore at NomadX with a focus on online-offline commerce convergence. Step into the Taobao Home showcase and be inspired by the latest trending home and living product offerings for your home décor revamp in the new year.
Shoppers seeking to unwind can kick back and relax with a cuppa Nespresso or gin at the American Express experiential lounge on Level 1 of NomadX. American Express is the Official Card Partner of NomadX.
The first-ever JBL store in Singapore will be launched at NomadX and is equipped with the full range of JBL products with Google Assistant built-in. The voice-activated speakers – JBL LINK 10, LINK 20, LINK 300, and LINK 500 – are Wi-Fi and Bluetooth enabled, designed to deliver amazing stereo sound with deep bass and clear highs for a multi-room listening experience. Also, featuring the wireless over-ear headphones –Everest 710GA– users can simply get help from their Google Assistant using the inline remote control or touch sensors on the earcup and take control of their music experience using their voice and receive notifications without glancing at their phones.
Launching at NomadX, BIZEN Okayama Waygu Steakhouse is the newest wagyu steakhouse concept by serial foodpreneur, Aston Soon. Savour 100% imported waygu from Okayama prefecture, Japan for a truly satiating meal in a fine dining ambience at out of this world pricing and value with Wagyu steaks starting at only $18.90+. From wagyu steak to Iberico pork and other meats, BIZEN offers a must-have dining experience for everyone. Apart from steaks, our menu also includes popular steakhouse classics with a Japanese touch.
COCO & FRANK’s handcrafted signature 100% oatmeal (flourless) cookies or eggless butter cookies in a variety of flavours which are preservative free and all-natural.
Fresh off their launch at Singapore Tea Festival, teapasar is introducing its first offline interactive experience at NomadX with over 300 different teas from both local and international brands and plantations. Powered by teapasar’s ProfilePrint technology, Shoppers will be able to sample teas recommended to them based on their taste preferences, and iterate and perfect their preferences before finally purchasing online and collecting their items immediately.
From millennials, working adults to young families, there is never a better time than now to embark on a shop-venture. With everything that is in store at NomadX, come prepared to have your spirits, bellies and hearts satisfied!