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Celine's menswear collection finally hits Singapore at new MBS flagship

The Singapore flagship store, now reopened as a double-story unit at The Shoppes at Marina Bay Sands, is French fashion label Celine's largest in Southeast Asia.

Celine's menswear collection finally hits Singapore at new MBS flagship

French fashion label Celine has reopened its flagship store in Singapore, bringing with it the debut of the highly-anticipated menswear and fragrance collections. (Photo: Celine)

The concept of flagship stores as we know it has changed. Gone are the days when they were merely larger versions of a brand’s standard store, albeit with more inventory. Shoppers today seek a more curated shopping experience, a place where a brand’s true personality comes to life.

French fashion label Celine has unveiled a new flagship store at The Shoppes at Marina Bay Sands that's rife with character. The expansive store, the brand's biggest in Southeast Asia, now takes up two levels, stretching a total of 316 sqm. 

Celine's flagship store is now a duplex unit located at The Shoppes at Marina Bay Sands. (Photo: Celine) ​​​​​​​

The new store opening also brings with it the debut of Celine’s menswear and fragrance collections, now available in Singapore for the first time. 

The architectural design concept of the store was envisioned by Hedi Slimane himself, creative director of Celine and the man credited with switching up the brand’s aesthetic from understated and ladylike to glam-rock sex kitten. 

The theme for the store is "refined 21st century brutalism", an architecture style known for its use of functional reinforced concrete and steel, modular elements and utilitarian feel. Prominent examples of brutalist architecture in Singapore include Golden Mile Complex and People's Park Complex. 

To create a balanced and expansive sculptural interior, natural stones – basaltina, ginger and cream-veined black granite, grigio carnico, grand antique marble and grey travertine – are complemented with reclaimed oak, concrete, polished stainless steel, brass and gold mirror.

Furniture in the store are also specially designed in keeping with the brutalist aesthetic. Mini libraries, curated by Slimane, are also displayed throughout.

Furniture in the store is specially designed, in keeping with the brutalist architectural theme. (Photo: Celine)

The Celine flagship store is located at The Shoppes at Marina Bay Sands, Galleria Level B1-29/30 and Canal Level B2-27/28

READ> Being a menswear retailer is no bed of roses, says entrepreneur Jonathan Chiang

Source: CNA/st(ds)

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