Fashion Interview Singapore

Fashion Forward: The Great Singapore Sale Rebrands with ‘Experience Singapore’ in a Multi-TAC Collaboration

Screenshot 2019-06-22 at 5.38.19 PM

For this year’s edition of the island-wide Great Singapore Sale, things are about to get a whole lot better, as the former 25-year old  campaign has been reborn as GSS: Experience Singapore. Officially launched on 21st June at Design Orchard by Guest of Honour Dr Tan Wu Meng, Senior Parliamentary Secretary, Ministry of Foreign Affairs & Ministry of Trade and Industry, this year’s edition also sees multiple trade association partners working together, including Singapore Retailers Association (SRA), One Kampong Gelam (OKG), Orchard Road Business Association (ORBA), Restaurant Association of Singapore (RAS), Singapore Furniture Industries Council (SFIC) and Textile and Fashion Federation (TaFF).

Approximately 200 guests and partners witnessed the launch when SPS Dr Tan and the trade association partners hit the button on a mock traffic light at the rooftop of Design Orchard and brought traffic on all 3 roads at Cairnhill Road, Grange Road and Orchard Road to a simultaneous halt. Over 100 flash mob dancers then burst into the yellow box junction at the traffic intersection and danced their way into the hearts of the Orchard Road audience, creating a literal traffic-stopping “Orchard Road Fashion Scramble” as 100 models subsequently took over the ‘yellow box traffic intersection’ to showcase collections from local designers, international brands and collections from fashion design schools. All of this, while pedestrians continued to cross at the junctions of all 3 roads simultaneously and where drivers had front row views of the fashion extravaganza.

Says Mr R Dhinakaran, President of the Singapore Retailers Association, the organiser of GSS: Experience Singapore: “As the retail landscape advances, it was important for our flagship retail extravaganza to reflect that, too. SRA is incredibly grateful to all our partners for bringing the first ever cross-sector collaboration to life by leveraging the synergies of different industries to create an all-encompassing lifestyle event to meet the demands of today’s experience-seeking consumer.”

Says Mr Alan Yeo, Director of Retail and Design of Enterprise Singapore: “Modern consumers are hungry for new, innovative, and engaging experiences. We are glad that the various trade associations and retailers are working together to harness their combined expertise, networks and new ideas. This synergy has led to GSS: Experience Singapore, a transformed platform that allows lifestyle enterprises tell their brand stories in fresh, innovative and inventive ways.”

The weeks ahead will see Orchard Road bustling with activity with a massive array of exciting pop-up events that celebrate local lifestyle, fashion, culture, art and talent all the way til 28th July 2019. The Great Singapore Street Pop-Up is open daily till 30th Jun (11am to 10pm) with 42 retail and F&B operators from cult jeans and active sports wear, fashion apparel and accessories, furniture and home furnishings, jewelry and vintage collectibles, cosmetics, arts and crafts and food.

Going beyond the usual sphere of retail outlets to celebrate one of Singapore’s oldest urban precincts: Kampong Gelam (KG), The Experience Kampong Gelam takes place from 5th 14th July 2019, aiming to educate both locals and overseas visitors about the cultural and national significance of this beautifully preserved community through a fashion show, car boot sale, home and lifestyle bazaar, cultural entertainment and curated precinct tours. Meanwhile, The GREAT Furniture Showcase at Robinsons The Heeren (Level 5) will showcase new and /or limited-edition creations specially produced for the GSS: Experience Singapore period by design houses like 11H, Creativeans, Fraction Design Studio, Modu Designers, Nextofkin Creatives, and OON.

The GREAT Singapore Stories is an evocative collection of local films, music and stories told by Singaporean filmmakers, musicians and students, where visitors can watch curated short films made Temasek Polytechnic students, catch local films, and tune in to jazz bands and buskers performances by  local talent. The GREAT Shopping Spree come in the form of sales, discounts and special treats to get one shopping and dining across all 38 days of the GSS: Experience Singapore season, while every Friday, enjoy 7.7 GST Absorbed Day for even more reasons to shop, dine and play.

For more information on the Great Singapore Sale, visit their website here

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