Singapore-based retailer Club21 has been a wayfarer across Southeast Asia, introducing a fashion-forward mix of luxury and premium brands by way of multibrand and monobrand stores in leading cities in the region, such as Singapore, obviously, but also, at one point in Jakarta, Bangkok, and of course, in neighbouring Kuala Lumpur. It’s in the latter capital city where the retailer has recently fully revamped its outpost at Pavilion shopping centre, where it has had a presence for over a decade. Club21 tapped local architecture practice Dual Space Studio to create a fitting setting that would resonate with a new demographic of savvy young shoppers. Situated on the third floor, the Club21 store occupies 1,400 sq.ft. (130 sqm.), featuring a setting whose aesthetic borders on the fantastical, albeit with a bold industrial edge. In fact, it’s a quirky blend of fantasy and industrial aesthetic.
On one side, there’s a realm of all things metal and strikingly reimagined industrial objects, such as guard rails and conveyor rollers. The industrial side of the store is demarcated by shiny metal panels lining the wall and sizeable column with shelving. In stark contrast, the fantastical section is anchored by a glossy, oversized blue blob-like volume, serving as a display and whimsically lit by a surgical light fixture. It’s flanked by a wall dipped in light blue that’s clearly inspired by a climbing wall, featuring peg holes, and ropes and steel rods serving as clothing racks. A sizeable volume clad in fluffy red fabric embedding a display table, shelving and a fitting room, creates a cosy nook on the premsies. The renewed Club21 store stocks a curated range of womenswear by leading brands, including Dries Van Noten, JACQUEMUS, Comme des Garçons Shirt, GANNI, and Zimmermann.
Club21
Pavilion, 168 Jalan Bukit Bintang, Shop 3.34 to 3.36 (Bukit Bintang)
55100 Kuala Lumpur
Telephone +60 3 21428806
Daily 10am-10pm
Publishers Note
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