Recently, Skechers Singapore opened their biggest-ever brand experience store in the South East Asian region – at Singapore’s Jewel Changi Airport, to lots of fanfare.

A renewed shopping experience 

The brand new store gives customers a renewed shopping experience and the most extensive range of Skechers products for men, women and kids, as well as a customisation zone for shoes and apparel and limited quantities of Jewel-exclusive shoe and apparel collections.

Explained Vincent Leung, the president of Skechers Southeast Asia, “We have been in Singapore for ten years now and we have always wanted to build a store like this. Now, thanks to Jewel Singapore, we can showcase the full Skechers collection in this region.”

He added, “The ability for customisation of your own t-shirts and shoes also makes our Jewel store extra special as well as the artwork collections done by young Singaporean artists lining the stairs of our two-storey store.”

Invited to the grand opening

Thanks to Skechers, I had been invited to the store’s grand opening, where the brand had also flown in Skechers ambassadors and NEX7’s Justin Huang and Huang Xinchun of popular survival show “Idol Producer” for whom this had marked their first trip to Singapore.

Skechers brand ambassadors and NEX7 Stars

Upon reaching the store, the first sight that caught my eyes was a large crowd of youths who had apparently been waiting patiently outside the store to catch a glimpse of both Justin and Xinchun, despite not having an event invitation.

At first, I admit that I’d initially been wondering why the large crowds were congregating there – until I had realised that the NEX7 stars would be coming down.

Furthermore, the crowd had been in addition to the long line of more than 250 invited guests who were queuing for registration. As such, it took some time to get past the crowds and into the store.

Not surprisingly, the enthusiastic crowd went completely wild when the two NEX7 stars came down the escalator. And Justin and Xinchun also gave a dance performance too, much to the delight of the hoards of their fans who were present.

Unfortunately for myself, I didn’t get much more than a fleeting glimpse of the two stars as they were coming through, because there had been so many tall guys occupying the front rows. So as a result, I had ended up watching the dance through someone’s mobile phone screen, which was a bit of a letdown.

First Impressions of the Store

And my first impressions of the new Skechers store itself was that it was definitely huge – and I must say that I had felt quite impressed with its general outlook and appearance.

Skechers’ brand new store, at 5000 square feet, incorporates new visual-merchandising and store-design elements with the use of bright lighting and cement panels.

And there are separate divisions for Skechers’ various product categories, that is, performance, lifestyle and the kids range. 

So as such, this makes each collection easy to identify. Being a marathon runner myself, I zoomed right into taking a look at the performance range when I got to the store.

There is also a story-driven design with key messages behind each product range being highlighted with the use of visual images and art.

Seeing this lovely art for myself for the first time, I had thought that it was beautiful and intricate.

Then on the second level, there is an Instagram worthy photo zone featuring thematic displays and images is available too. This space currently reflects the Skechers x One Piece collaboration, but it will be changed periodically in order to stay relevant with Skechers’ latest collections.

And the much touted customisation zone, as I had got to see for myself, features embroidery and heat press personalisation. I had the chance to get a small gift, which had been a limited-edition heat-pressed tote bag designed by Skechers for the occasion. 

So if this is any indication of the customisation available for the shoes, then I think that it would definitely be quite amazing, indeed.

Artistic Canapés 

Mini Canapés and cocktails were served throughout the evening during the launch event – and just like the artwork adorning the walls, I felt that the food looked too artistic and beautiful to eat at first, with the appearance of the chicken tart and the wagyu beef sliders particularly leaving an impression on me.

But when I finally got around to trying some, I thought the food tasted really delicious at the same time.

An impressive outlook 

As a whole, I would say that I was pretty impressed with the outlook of the brand new Skechers store and that I would definitely like to take a look at its premises again, when I am at Jewel.