SINGAPORE – Media OutReach – August 30, 2023 – The Singapore Retailers Association (SRA), which represents the republic’s retail sector, today revealed
Wunderground Festival 2023 – an immersive three-year initiative that aims to transform the retail & lifestyle sector.
Artist’s impression of the upcoming Wunderground @ Emerald Hill
Fundamentally, the aim is to rejuvenate the retail and lifestyle sector through urban and central festivals, and encourage experimentation and adoption of immersive and realistic elements to excite and attract consumers. consumers.
Wunderground 2023 will be the first edition, with two more annual editions planned. Efforts in the first year will focus on promoting cross-brand collaboration under the “Wunderground” umbrella; the second on the creation of an unmissable flagship event for residents; and the third concerns the creation of opportunities for foreign brands to participate in this festival.
Mr Ernie Koh, Chairman of the SRA, said Wunderground comes at a time when the transformation of Singapore’s retail sector is critical for the future. “For the retail industry to reach new heights, we must collectively reimagine how we will operate in the future. The Wunderground initiative reflects key strategies to meet new standards and accelerate business transformation.
Ms Jeannie Lim, Deputy General Manager (Lifestyle & Consumer) of Enterprise Singapore (EnterpriseSG), said: “Enterprise Singapore supports the Singapore Retailers Association’s Wunderground initiative. The new experiential concepts and innovations from Singapore’s lifestyle brands that are part of the This initiative will inject more dynamism into our retail landscape. We encourage more retailers to develop new experiences and create unique propositions that can distinguish their brands.
Catalyzed by the SRA’s Vision 2025 roadmap entitled ‘Inspiring Retail Experiences’, this dynamic platform will mobilize collaboration between retail and lifestyle industry players.
The SRA’s vision for the retail sector for 2025 is aligned with the Retail Sector Transformation Map 2025, first announced in late 2022. Led by EnterpriseSG in partnership with key industry players , unions and other government agencies, she focuses on strengthening Singapore as a global lifestyle and retail hub, anchored in new experiential concepts and innovative products. It will focus on creating a core of global brands in Singapore and improving the quality of employment opportunities in the sector.
Reaching both urban and central target audiences, Wunderground also aims to propel local collaborations into international markets in the longer term. Likewise, it also aims to attract a new wave of local talent in the retail and lifestyle sector to support emerging experiential business models that will play a vital role in rejuvenating the retail ecosystem. detail of Singapore.
Wunderground 2023 Highlights
Wunderground is a platform created for lifestyle brands to showcase their collaborations, enable them to display new experiences through creative pop-up structures, and promote brands through popular social commerce personalities. Additionally, organizers work with artists, creatives and design schools to present interesting visual merchandising and interactive art installations.
The key idea is that it is organized to be different from other lifestyle festivals and aims to create new shopping experiences.
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The Festival will be held in two parts, with the intention of reaching both cosmopolitan audiences and audiences from the heart of the country. The “city” experience will take place at 37 Emerald Hill from September 21 to October 1, 2023, while the “heartland” experience will take place at Tampines West from October 6 to October 15, 2023.
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In this inaugural festival effort, there will be 25 alliances – comprising 50 companies – participating across multiple tiers including co-branded collaborations, cross-promotions, limited-edition collaborations, among others.
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