With the idea of reinforcing its existing presence on the market, creating a stimulating and captivating atmosphere, the safety equipment brand, Durasafe opened a 175m² space in Singapore to be used for direct sales.
The shop window forms the façade for the over-sized logo,
and inside the visitor is immersed in an entirely black environment which enhances the multicoloured articles. To emphasize the type of products on sale, the ambient of the Durasafe store draws inspiration from the industrial and construction world. The double height space (6m) is equipped with display units similar to scaffoldings surrounding the feature display area and the lounge.
In the words of the architects of MOD (Ministry of Design): “Durasafe approached MOD to create a gallery that would reinforce its existing strong brand presence for its predominantly male customer base”. MOD structured its design according to four basic concepts: High visual impact, capitalizing double volume, chic industrial feel, innovative retail display.
The Ministry of Design has its Head office in Singapore, Kuala Lumpur and Beijing and was founded by Colin Seah to “Question, Disturb & Redefine the spaces, forms & experiences that surround us and give meaning to our world”. Their design for Durasafe was honoured with the Red Dot Design award 2014 for the following reason: “Inspired by industry and construction, this room design offers an intense shopping experience that matches the products on offer”.