Tiger Street Lab expands brand from beer to fashion and food

Tiger Street Lab
Tiger Street Lab

Tiger creates experiential space. Tiger Beer has unveiled Tiger Street Lab at Singapore’s Jewel Changi – billed as the brand’s first global experiential concept store.

Tiger Street Lab expands the brand beyond beverages into food, fashion and design, in an ‘open-air’ space overlooking the world’s tallest indoor waterfall at the heart of the new shopping centre. “As a brand born and brewed in Singapore, we are excited to debut the Tiger Street Lab concept at Jewel, which we believe is set to become the next Singapore icon,” said Faye Wee, marketing director at Asia Pacific Breweries Singapore. “Jewel will be a place where Singapore meets the world and the world will meet Singapore, and we are proud to be one of the local brands that will fly Singapore’s flag high.

The Tiger Street Lab menu was created in collaboration with local music and F&B group, Timbre and Zi Char mainstay, Keng Eng Kee (KEK) Seafood. In addition to the beer and food, visitors can get creative at Tiger Street Lab. Featuring interactive touchscreens powered by digital print innovation, customers can select a series of unconventional designs exclusive to Tiger Street Lab to personalise their own beer bottle labels. The customisation station is equipped with on-the-spot printing, enabling visitors to make their picks an instant reality.