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Life by City Energy reimagines in-store shopping experience

Designed by The Afternaut, Life by City Energy concept store incorporates multimedia touchpoints, demonstration zones, and physical and digital interactions into the self-exploratory storytelling journey.

Life by City Energy reimagines in-store shopping experience

In today’s retail landscape, people often scroll through websites on their mobile devices. So how can brick-and-mortar stores adapt to consumer demands to remain relevant? The answer lies in providing exceptional customer experience through the integration of technology and immersive spaces for an interactive shopping experience.

Case in point is the Life by City Energy concept store at Plaza Singapura, featuring nine experiential zones catering to different user groups. These tailored journey maps incorporate self-exploratory touchpoints and guided demonstrations that beckon customers to embark on an engaging and informative journey towards a more sustainable lifestyle.

Life by City Energy designed by The Afternaut

The relaunch of this larger retail outlet marks a significant milestone in City Energy‘s journey towards green energy and enhanced customer service. At the core of the transformation lies its commitment to serve both B2B and B2C customers better. To achieve this, Singapore’s sole town gas provider and the nation’s gas utility provider engaged The Afternaut, an experience design agency, to turn the retail experience into one of scenario-based customer participation.

Life by City Energy has been designed to evoke the feeling of being at home with a garden out front, a cosy living room with a view, and a welcoming kitchen. Customers are enticed to explore and wander freely. Navigating the store is a breeze, but assistance is always at their fingertips, ensuring personalised service when needed.

Related: Braun Buffel flagship store comes to life with a ‘tree’

Life by City Energy designed by The Afternaut

The customer service area is set within the garden-like setting, as studies have shown that a calming environment fosters positive customer interactions. Digital touchpoints and live demonstrations built into the storytelling journey like the physical plug for the electric vehicle charger, enhance the overall customer retail journey by helping them understand the products better, so they can make more informed buying decisions.

Life by City Energy’s innovative approach transcends conventional retail boundaries. Winner of the Singapore Good Design Award 2023, the store uses a multi-channel strategy to engage both intended and accidental customers. The moving digital mixed media showcase at the entrance piques curiosity, offering insights into sustainable living beyond the store’s product range. Instead of cramming the store with merchandise, hidden larders showcase products, freeing up space for immersive and inspiring experiences. 

Related: 5 great examples of experiential retail in Asia

concept store by The Afternaut

Kokyong Chew, co-founder of The Afternaut, sums up the store’s mission perfectly: “By reimagining retail in the heart of the city, the Life by City Energy store is designed to inspire customers to make lifestyle changes to benefit the environment and their own quality of life.”

Life by City Energy isn’t merely a place for sales transactions. Customers can interact with brand experts, enjoy the benefits of physical retail, and engage with multimedia tools to explore sustainable lifestyle options. Even those who don’t make purchases leave with a sense of purpose. They are motivated to take meaningful actions towards a more sustainable lifestyle. This value addition to the retail space transcends commerce, making it a hub of education and empowerment.

Images courtesy of The Afternaut
Life by City Energy designed by The Afternaut
concept store by The Afternaut
concept store by The Afternaut
Life by City Energy designed by The Afternaut

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