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Brief Published: 7 Nov 2012

Boutique for Safety Equipment, Singapore

Extra

Turning a store for safety equipment such as hard hats, goggles and hazard signs into an appealing retail destination for mainstream consumers is undeniably a hard sell. But Singapore-based architects Ministry of Design (MOD) has done just that with a surprisingly stylish new flagship space for Singaporean industrial safety and equipment retailer, Durasafe.

The store in Singapore’s China Court area, which opened on October 1, has been conceived to help the brand branch out from its existing business-to-business model to attract the city’s DIY fans, broadening the appeal of its products. “The intention is to capture new interest from anyone interested in cool hats, boots, gloves, etc,” explained Joy Seah, MOD’s director of business development.

She added that the brand is also targeting industry professionals who want to inject some personality into their uniforms. “For example, a structural engineer may prefer to get his own streamlined Raf-Simons-looking safety boots instead of the standard issue ones.”

Styled like an industrial warehouse with metal staircases, watertight bulkhead doors on the fitting rooms and scaffold-inspired display units, the store’s predominantly black interior is punctuated by hints of neon colour. Yellow lines on the floor divide product zones, while vivid orange screens emblazoned with Durasafe’s green cross logo present a bold advert for the store’s façade.

For another example of how great store design can elevate (and help re-communicate) even the most mundane of product categories see report, 3M Store: Basic to Brilliant.

Durasafe

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