Raffles City reinvents itself with experiential retail

The mall has revamped 111,000 sq ft of retail space as part of a major redesign.

Raffles City Singapore is doubling down on experiential retail with a major overhaul of its offerings, integrating personalised services, digital touchpoints, and exclusive dining experiences to attract more shoppers.

The mall has revamped 111,000 sq ft of retail space, introducing more than 50 new luxury and cosmopolitan brands, along with immersive, lifestyle-driven experiences that go beyond traditional shopping.

“We constantly work on keeping our finger on the pulse of the rapidly evolving shopping and lifestyle needs of our shoppers,” Marianne Liow, vice president at Raffles City Singapore, told Retail Asia.

“We are always looking out for new and innovative ways to engage our shoppers through unique retail concepts and relatable experiential lifestyle offerings,” she added.

She said a number of tenants have added lifestyle and experiential elements, turning the mall into a destination where shoppers can relax, socialise, seek inspiration, and have fun.

“Our tenant mix is carefully curated to cater to the diverse demographics who frequent our mall — from locals to tourists,” she added.

Amongst the standout tenants is Kilian Paris, which opened its first boutique in Singapore at Raffles City. The store features a Kilian Bar where customers can personalise their fragrances.

Swiss luxury watchmaker Breitling SA has also opened its largest boutique in Singapore at Raffles City, showcasing the brand’s travel and lifestyle accessory collection for the first time in Southeast Asia.

Meanwhile, Armani Beauty’s “Red Ribbon” concept store features a UV printing machine for personalised Armani Privé products.

YSL Beauty’s new boutique also introduced the YSL Skin Edge device, offering detailed skin analysis and customised skincare recommendations in under 15 minutes.

Raffles City has also expanded its dining options by partnering with renowned chefs. The highlights include the world’s first Bon Broth restaurant by chef André Chiang, Casa Vostra, an Italian eatery that offers authentic pizzas and pastas, and Mensho Tokyo, a ramen brand.

In response to growing environmental concerns, Raffles City has introduced the Raffles City Green Corner to educate shoppers about recycling and sustainability. The space includes recycling bins, educational displays, and a Bag Sharing Station for unused paper bags.

The mall is also home to Singapore’s only L'Occitane en Provence eco-concept boutique, reinforcing its commitment to sustainability.

Liow said Raffles City’s revamp is a response to the changing nature of consumer behaviour, particularly amongst younger generations. “We need to keep reinventing ourselves,” she pointed out.

“Today, stores are no longer simply transactional; they are dynamic spaces designed to cultivate community and provide immersive experiences,” she said. “We have observed a growing appreciation for in-person shopping and interaction amongst our shoppers and tenants.”

Events and exclusive programs, such as those for Raffles Prestige members, also help the mall engage more deeply with consumers.

The refresh has led to increased foot traffic, particularly amongst younger shoppers drawn by the mall’s dynamic mix of retail, dining, and lifestyle experiences, Liow said.

‘Phygital’ shopping

She said brick-and-mortar stores would continue to complement e-commerce rather than compete with it. “Whilst there have long been concerns that e-commerce would overshadow brick-and-mortar stores, recent years have shown that brands are reinventing their physical spaces to stay relevant alongside digital platforms.”

“E-commerce and traditional retail spaces need not be seen as opposing forces; together they can offer a more holistic experience where customers enjoy the best of both worlds — visiting stores to explore products firsthand and enjoy unique experiences unavailable online,” she added.

Also at the heart of the mall’s transformation is the integration of both digital and physical elements.

“The flexibility that shoppers look for nowadays when making a purchase has led to the rising popularity of the omnichannel retail experience, also known as ‘phygital’ shopping,” she pointed out.

An example of this shift is Sephora's Store of the Future at Raffles City, where a mobile point-of-sale system lets beauty advisers help and check out customers anywhere in the store. Shoppers can scan product barcodes for real-time feedback via the Sephora app, and interactive displays feature tutorial videos from creators.

In the next five years, Raffles City plans to introduce more luxury brands and curate engaging experiences, Liow said.