Designer furniture expert, Herman Miller has opened a store inside furniture store XTRA at Marina Bay Sands, Singapore. In a lesson for brands wanting to make an impact with a concession inside a larger space, Herman Miller has built a massive sale structure called Coinwood to claim its territory.
Occupying a twenty-metre by seven-metre space, the plywood structure has been created by Design Director Pan Yicheng of Produce. The frame is beautifully bolted together with black rivets that provide a design feature.
The installation resembles the brand’s logo, making a large impact in-store with competing brand’s products. It houses the entire concession space and provides a focal point for the furniture. The open roof structure allows delicate lighting to be hung from an industrial rigging system, illuminating the space.
This is an excellent example of a concession store owning its space inside a department store.