Designed by the SWOT Design Group, the new store concept is about visual feast and immersive retail. For instance, the beautiful pewter objects, be it the Marvel figurines or the War Of The Rings Chess set, are displayed on "floating" surfaces that are almost translucent, which lends a sleekness to the space. They are divided into separate islands, giving customers a better view of the wares than having them behind a glass shelf.

On one side of the room is a colourful mosaic wall with matelassé motif created by Royal Selangor, an elegant touch with a fun twist. Giant LED screens all around showcase the history of the company since its founding in 1885 - something Yoon Li is excited to have within the store. 

"We love changing our retail concept every 5 to 7 years to keep things fresh. The last concept was so successful that we kept it for 10 years, but this year, we thought it was  time to do something a little bit different, especially with technology (hence the LED screens)," he said.

Bright and airy thanks to the high ceilings and panoramic windows, there is plenty of natural light that complements the warm and earthy palette. "We love the natural light because it makes the space more inviting," Yoon Li noted.

Scent is another trick the store employs to create that homely ambience, which also happens to be one of Yoon Li's favourite aspect of the store. Since the festive season is coming, the choice of scents is a combination of eucalyptus and cinnamon. "We'll probably have jasmine closer to Chinese New Year," he divulges. "By triggering the five senses, we hope to give our customers a more immersive shopping experience."

See also: Royal Selangor Singapore Marks Its Golden Jubilee With A Special Celebration

All store and product images courtesy of Royal Selangor.