New high-tech multi-label store Nomadx is home to brands like Taobao, Style Theory, and Oo La Lab

Benita Lee

Nomadx isn’t your basic multi-label store. Not only does it span two floors (levels one and three at Plaza Singapura), it also brings in new merch from 18 brands across fashion, beauty, food, and electronics. Plus, it’s all kinds of high-tech, with digital elements like an “on-boarding” process, smart mirrors, interactive product walls, and cashless payments.

Named for the temporary homes it offers its tenants — NomadX provides short-term leases for the flexibility of future changes — the ambitious concept takes over the sprawling spot left behind by British toy store Hamleys (which came and went all too soon).

Most notably, the store is home to the first physical outlets in Singapore for the likes of e-commerce bigwig Taobao, clothing rental platform Style Theory, fragrance mixologist Oo La Lab, tea marketplace Teapasar, and beauty brand By Peapods.

Nomadx at its official opening. Photo: Coconuts Media

Combining the offline with the online pretty seamlessly, the 11,000 sq ft space features a gamification process for visitors to get sorted into the “tribe” they most belong to. There’s Sea, Mountain, Forest, and Wind, corresponding to various shopper profiles that will direct recommendations your way based on your preferences.

For example, “The Love-the-Earth Shopper” is classified as a down-to-earth and easy-going individual on the lookout for eco-conscious classics made of natural materials, while “The Conquer-it-All Shopper” is sophisticated and believes in high-end goods of quality.

To find out more about products along the way, check out the visual merchandising showcases scattered around the space and interact with the projections. Alternatively, you can scan QR codes to retrieve more details about each item.

Interactive displays. Photo: Coconuts Media

On the (current) first floor, Karl Lagerfeld is most prominent, with stylish accessories like bags and shoes from the brand in collaboration with Robinsons. But what’s more intriguing (sorry, fashionistas) is Oo La Lab’s booth of customizable scents, which you can try out on the spot or bring home a DIY kit for further experimentation. The local label has also created a special concoction that gets spritzed into the store.

Elsewhere in the fashion realm, Miss Selfridge returns with its glittering party outfits, while homegrown brands Rèvolte and evenodd show off their designer apparel. If you’re not the type to wear anything twice, swing by Style Theory’s unit to try on outfits that you can rent and return. Otherwise, there’s the Digital Fashion Week store, which brings in streetwear labels for men and women.

The first floor entrance. Photo: Nomadx

As for beauty junkies, Korean skincare company Mamonde makes an appearance with its flower toners, French-Korean label Jowaé spotlights its serums and cleansing waters, By Peapods addresses beauty woes with facial LED light therapy, and L’oréal debuts its first “experiential” store with the Derma Center that’s home to La Roche-Posay, Vichy, and SkinCeuticals.

Of course, you won’t miss Taobao’s little brick-and-mortar nook at the second level showcasing home and living products, but still, it just can’t beat the gleeful feels of online shopping sprees. Then there’s JBL’s first store in Singapore, which displays a range of products with the Google Assistant built-in.

Ooh La Lab. Photo: Nomadx

Proving it’s not just about retail therapy, Nomadx also features food stalls like the newly-launched Bizen Okayama Wagyu Steakhouse, a concept that imports wagyu from Japan, with steaks starting from $18.90. For more wagyu, try the sukiyaki bowls at Waa Cow! Express. If you’re just a little peckish, Coco & Frank’s flourless oatmeal cookies and eggless butter cookies are kind of really addictive, while teapasar highlights its selection of over 300 teas from Singapore and beyond.

 

FIND IT:
Nomadx is at #01-67/#03-65 to 69 Plaza Singapura, 68 Orchard Rd.
Daily 10am-10pm.

MRT: Dhoby Ghaut

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