CHANGI, SINGAPORE – Whether one is in the market for the world’s lightest folding bicycle or ultra-flexible wetsuits, adjustable ski boots or a breathing device for intense swimming, they’ll be able to find it at Durasport, a sports store designed by Ministry of Design in the mall of Singapore’s newly christened Jewel Changi Airport.
Ministry of Design and the client, local company Durasafe, knew from the start that they were dealing with a congested retail landscape, as there were already plenty of established multi-label sports stores in the city. In creating the flagship, their ambition was to build a shopping experience that would standout within this complex marketplace, hence the decision to centre their offer around the most cutting-edge sports products available, co-curated by the client and studio.
Open through the last Monday of May in SoHo, the free, immersive pop-up experience was designed in collaboration between Amika’s creative director Vita Raykhman and Harry Nuriev of Crosby Studios.
Being a brand that’s only available through a network of independent salons and Sephora stores, Amika wanted to seize an opportunity to engage more directly with their audience and community one-on-one. They have, however, garnered a loyal following for themselves on Instagram, where they advertise their products in splashes of bright colours and with no shortage of emoji. So Nuriev took Amika’s vibrant product branding – the result of a 2018 redesign – and turned into a spatial world.
