“It’s harder to simplify than it is to ‘design’,” states fashion label In Good Company. Founded in Singapore in 2012, In Good Company is known for its timeless, impeccably tailored pieces that speak of confidence and quality. The brand takes pride in its craftsmanship and the time it takes to make each piece just right – a breath of fresh air in a world saturated by fast fashion brands. 

In Good Company opened its largest store at Jewel Changi Airport in April. Shopping in Singapore’s current hottest (and probably most crowded) shopping destination can be daunting. But the store offers a respite with a shopping experience designed to feel like browsing an art gallery.

Brands claiming and displaying their products like artwork in a gallery is nothing new. But few manage to skillfully do so without putting an arm’s length (figuratively and literally) between the product and the consumers. Designed by Produce, In Good Company Jewel Changi Airport store manages to engage consumers with the concept by creating a sense of discovery within the store interior.

The store is set back from the entrance. A portion of this setback houses Bird of Paradise Gelato’s counter, which was designed by Hjgher – an example of the increasingly popular practice of brand alliance. Three black-framed, floor-to-ceiling, full-glaze doors pivot open to welcome customers inside a sculptural landscape that recalls the work of American artist Richard Serra.

Instead of an open plan store that presents the merchandise on rows of display hangers in plain sights, Produce devised a series of oversize curved walls to create a context for the clothes. These gently curved walls, some designed with a slight twist that allows for subtle variations of light and shadow, serve as a background for the clothes.

“The curved walls help to visually isolate the merchandise from each other, improving the level of focus on the products,” says Produce founder Pan Yicheng. They are made with gypsum boards with aluminium stud and finished stucco and paint. Produce used precise CNC cut templates to guide the shaping of the aluminium studs and the curving of the gypsum boards.

The store brings together In Good Company’s womenswear, menswear, kidswear and accessory lines under one roof for the first time. The curved walls set a soft boundary between collections and highlight each of them without eliminating the possibility of chance discovery. And if slower shopping isn’t your thing, you can always stop by the gelato counter on the way out.

Photography by Lauryn Ishak, courtesy of In Good Company.