A store of inspiration

Robinsons is a legendary department store in Singapore, a destination for the Far East’s most fashionable since 1858. Reincarnated in Dubai as the region’s largest department store, it represented a new kind of shopping experience.

I was tasked with completely revamping the brand for the market: a more premium positioning, and a campaign to showcase the true breadth of experiences on offer.

I was inspired by the exotic, botanical themes of the brand’s Singaporean roots to create A Store of Inspiration. The project began with a new visual identity, created in-house, and ended in an international collaboration with the Madrid-based artist Ernesto Artillo.

The result was a store of serendipitous moments and surprising exchanges. And, like the passing of the seasons, so was the design: ever-changing and always fresh.

With Ernesto Artillo, we shot and created a collection of models, botanicals, flowers and illustrations, giving us great flexibility of layout. Depending on the message, we could mix and match to bring A Store of Inspiration to life.

To complement the campaign, I designed the complete packaging suite, to make taking home and unpacking as luxurious and surprising as the store itself.

The shopping bags are modern and minimal outside, their interiors a veritable treasure of contrast: lined with patterns and textures that meet the shopped goods in a kaleidoscopic clash of colour.