APPLAUSE
N°1
02-03
THE
KINGSMEN
EXPERIENCE
RE-VISIONING
A GARDEN CITY
Gardens by the Bay, Singapore
14-15
BRANDS EXPAND
IN GREATER CHINA
28-29
REGIONAL
AVIATION SOARS
MCI (P) 158/11/2012
Calvin Klein Collection
CONTENTS
Welcome to the inaugural issue of Applause... an
annual publication that celebrates creativity, new
ideas and the many different ways to bring brands
to life. Applause recognizes key players, brands and
partners in exhibitions & events, retail & corporate
interiors, thematic attractions & museums, as well as
alternative marketing.
02-03
Within these pages are features on high profile brands,
trends and industry developments across the region.
Some highlights include a global MICE industry
forecast for 2013, features on luxury retail in Asia and
regional aviation, as well as exclusive features on BMW
Asia, Gardens by the Bay and The Hour Glass.
A
C
D
PROFILES
FEATURES
COMMUNIQUÉ
RE-VISIONING
A GARDEN CITY
14-15
BRANDS EXPAND
IN GREATER CHINA
16-17
MEGA SPORTING
EVENTS COME
OF AGE IN ASIA
Gardens by the Bay, Singapore
Since data is always a big part of everything, we
have added them in too, through infographics
showcasing Asia’s thematic industry and our
worldwide fixture exports.
18-19
MULTI-BRAND
ENVIRONMENTS
IN SOUTH KOREA
20-21
ARTS ALIVE!
34-35
37
38-39
HAPPENINGS
UP CLOSE WITH BEN
KINGSMEN
ORIGINALS
22-25 THE CHANGING FACE
OF LUXURY RETAIL
28-29
We had fun creating Applause and hope that you will
enjoy reading it just as much.
REGIONAL
AVIATION SOARS
04-05 LOOKING THROUGH
THE HOUR GLASS
06-07
POWERING THE
BMW BRAND
Publisher
KINGSMEN CREATIVES LTD
3 Changi South Lane
Kingsmen Creative Centre
Singapore 486118
(65) 688 000 88
TRENDS
Location
Calvin Klein Collection,
Forum 66, Shenyang, China
30 ALL THE WORLD’S A STAGE
Infographic
12-13
info@kingsmen-int.com
www.kingsmen-int.com
Applause: the Kingsmen Experience is published by Kingsmen Creatives Ltd (Registration No: 200210790Z).
Copyright of the materials contained in this magazine belongs to Kingsmen Creatives Ltd. Nothing in here shall
be reproduced in whole or in part in any form or by any means, electronic, mechanical, photocopying, recording
or otherwise without prior written consent of Kingsmen Creatives Ltd. Views expressed in this magazine are
not necessarily those of Kingsmen Creatives Ltd and no liabilities shall be attached thereto. All rights reserved.
Editorial enquiries should be directed to email: info@kingsmen-int.com. While every reasonable care will be
taken by the editorial team, no responsibility is assumed for the return of unsolicited material. All information
correct at time of printing. MCI (P) 158/11/2012. Printed in Singapore.
AND ALSO...
B
Cover Photography
Red Dog Studio
08-09
GLOBAL MICE
INDUSTRY
FORECAST 2013
10-11
BRANDS IN
TRANSIT
31
BUILD LESS
TO SAVE MORE
32-33
EMBRACING
ECOLOGY AT EXPO 2012
Yeosu, South Korea
GROWING
ATTRACTIONS IN
THE MIDST OF A
GLOBAL RECESSION
Infographic
26-27 KINGMEN’S GLOBAL
FIXTURE EXPORTS
APPLAUSE
RE-VISIONING
A GARDEN
CITY
ISSUE N°1
“The next phase from being a ‘Garden City’ is
to make ourselves into a ‘City in a Garden’…
it means connecting our communities and
our places and spaces through parks, gardens,
streetscapes and sky-rise greenery.”
NParks and London-based design consultancy, Land Design Studio,
worked closely with us to create an immersive environment for scenic
works within the two conservatories using interpretive media to engage
visitors on current environmental issues and botany. From vibrant
changing floral displays to multi-sensory interactive media at Black
Box exhibit’s +5 Degrees, NParks’ vision of Sustainability for a City
in a Garden was brought to life in the hopes of encouraging active
involvement in sustaining the world around us. Dr. Kiat W. Tan, CEO of
Gardens by the Bay, describes the mega attraction as “a place in which
families, friends and communities can take time out, relax and create
new and lasting memories.”
LEE HSIEN LOONG
PRIME MINISTER OF SINGAPORE
Inside the cool cavernous environment of Cloud Forest’s 35-metre-tall
Crystal Mountain in Bay South, witness real stalactites and stalagmites
in a meticulously-crafted themed setting. “The Cloud Forest gives us the
opportunity to learn more about the self-sustaining features of nature”,
says tourist Steve Newman. Powered by eco-friendly technology,
the cooled conservatories are stepping stones towards a green and
sustainable Singapore. As Prime Minister Lee Hsien Loong says, “the
next phase from being a ‘Garden City’ is to make ourselves into a ‘City
in a Garden’…it means connecting our communities and our places and
spaces through parks, gardens, streetscapes and sky-rise greenery.”
1. Cloud Forest
2. Interactive Media at Flower Dome
3. +5 degrees at Black Box
1
GARDENS BY THE BAY
Accompanying this transition to a “City in a Garden”, we joined
Singapore’s inaugural Festival of Biodiversity as the Festival Sponsor.
Jointly-organised by NParks and the Biodiversity Roundtable at the
Botanic Gardens, the festival celebrated the International Day of
Biological Diversity and Rio+20 Conference in May 2012. Communities
from different sectors came together at the festival to share their efforts
in conserving and enhancing biodiversity. Kingsmen will be the festival
sponsor of the 2013 Festival of Biodiversity once again, and a partner in
the commemoration of 50 Years Of Greening Singapore.
A
Once in a while, a mega
attraction momentarily captures
the public’s imagination and
interest. However, few attractions
envision the creation of
sustainable communities.
PROFILES
PROFILES
SINGAPORE
2
A
In the midst of an urban concrete jungle is 101 hectares of prime land
set aside for Singapore’s very own equivalent of London’s Hyde Park or
New York’s Central Park.
3
For a city-state known as a ‘garden city’ complete with sky parks, treelined roads and lush tropical foliage; Gardens by the Bay assumes its
place as Singapore’s crown jewel, adding to its breathtaking skyline
and is the first of its kind in Asia. Helmed by the National Parks Board
(NParks), the mammoth project encompasses three gardens – Bay South
(designed by Grant Associates, UK), Bay East (designed by Gustafson
Porter, UK), and Bay Central which will be developed at a later stage.
The Bay South garden alone took more than five years of careful planning
and construction, featuring key attractions like the Flower Dome and
Cloud Forest cooled conservatories; Supertree Grove; a 128-metre-long
aerial walkway 22 metres above ground; Heritage Gardens and World
of Plants, and the Dragonfly Lake. Visitor numbers have surpassed one
million within two months of its opening on 29 June 2012, and looks
set to break new ground once Bay East and Bay Central are completed.
02
03
APPLAUSE
ISSUE N°1
WHAT IS THE HOUR GLASS’ BRAND VISION FOR
THE NEXT FEW YEARS?
2
The Hour Glass is one of Asia’s leading
specialist luxury watch retailers, a home-grown
brand from Singapore. Established in 1979,
The Hour Glass is a geographically-diverse,
multi-brand specialist luxury watch retailer,
representing a stable of over 50 brands across
27 boutiques in ten cities throughout Asia
Pacific. We have always prided ourselves in
being one of the world’s leading cultural retail
enterprises, having pioneered the development
and promotion of contemporary horological
culture, playing a significant role in raising
horology awareness and appreciation in the
region. The Hour Glass will continue to uphold
this vision in the years to come.
1
3
TELL US MORE ABOUT THE LATEST HAPPENINGS OR WHAT’S IN STORE FOR THE HOUR GLASS IN THE NEXT FEW
YEARS. IS THERE A PARTICULAR EVENT, STORE OR LAUNCH THAT YOU WOULD LIKE TO HIGHLIGHT?
The Hour Glass is always looking to provide
enchanting, stimulating and differentiated
retail experiences at our stores.
PROFILES
A
LOOKING
THROUGH THE
HOUR GLASS
1. Malmaison by The Hour Glass
at Knightsbridge, Singapore
2. L’Atelier by The Hour Glass
at ION Orchard, Singapore
3. More Passion by The Hour Glass
at Paragon, Singapore
4. Hublot at Starhill Gallery, Malaysia
With Malmaison, it is about decrying the
notion of homogeneity where every major
brand’s flagship boutiques bear a nearidentical look worldwide. Malmaison is a
departure from this typical model of luxury
boutiques – it introduces a bold retail concept
formed against the backdrop of the Napoleonic
period and a differentiated merchandising
philosophy. All products are carefully curated,
through extensive research and personal visits
to ateliers – for their authenticity and artistry.
4
Furthermore, the most recent awards which
catapulted Malmaison to the honours list of
both the Singapore Retailers Association and
Singapore Tourism Board where it garnered
the “Best Retail Concept of the Year” award in
2011 and “Best Shopping Experience” award
in 2012 respectively, bear testament to its
success. These are truly gratifying.
THE HOUR GLASS HAS WORKED CLOSELY WITH
KINGSMEN FOR A NUMBER OF PROJECTS TO DATE.
WHY KINGSMEN AND HOW WOULD YOU DESCRIBE THE
EXPERIENCE OF WORKING TOGETHER?
The Hour Glass and Kingsmen have forged a
strong partnership for over 20 years since the
1980s, in many projects that span not only
locally but also regionally in Malaysia, Thailand
and Jakarta.
The Hour Glass Limited shares with us the company’s brand
evolution through the years, from its roots in Singapore to its
strategic venture into three successful concept boutiques which
celebrate craftsmanship, heritage and authenticity.
04
These two recent concept boutiques cement
our long-standing vision to be the world’s
leading cultural retail enterprise.
Given the large and professional pool of people
in Kingsmen, they have together with The Hour
Glass, constructed our boutiques in the same
manner that they are known for all these years:
non-compromising in quality and accuracy to
details and timeline.
05
PROFILES
Malmaison by The Hour Glass opened its
doors in 2011 – celebrating the original
concept of luxury where authentic objects of
true exclusivity and longevity are created from
the hands of true passion and artisanship. In
addition to fine timepieces of haute horology,
The Hour Glass, presented for the first time,
a wide spectrum of refined objects d’art,
jewellery and bespoke services including
gentlemanly attire, parfums, and exclusive
collectible literature.
“Come 2012, I wanted to create something
different from the other two concept
boutiques – L’Atelier and Malmaison. Each
boutique should bear its own identity, so
this is where More Passion comes in, as the
concept is largely influenced by the Nouvelle
Vague movement from the 1970s to 1980s.
More Passion celebrates the rediscovery
of traditional craft and the culture of
contemporary artisanship, and this particular
era is evinced in the details of sleek interior
architecture and furnishings”, says Michael
Tay, Executive Director of The Hour Glass.
A
APPLAUSE
ISSUE N°1
1
2
POWERING THE
BMW BRAND
BMW Asia kicked off 2012 with the longawaited M5 launch held at the Esplanade
in Singapore. From venue sourcing, event
conceptualisation and management, build-up,
to pre and post-event publicity, Kingsmen’s
alternative marketing team left no stone
unturned. The exclusive by invitation-only
launch took place in a custom design marquee
at the open car park on Esplanade Drive. For
three consecutive nights, guests mingled with
BMW’s engineers and specialists from Germany
who shared their wealth of knowledge about
BMW and the unique features of the car.
Only a well-thought plan, keen attention to
detail and the elusive ‘X’ factor can create
a memorable experience. BMW lives by
this winning combination. As part of the M
brand’s 40th anniversary, and to launch the
entire M series, BMW specially organised
the BMW M Power Drive Experience to give
rare opportunities of test driving the BMW
M cars at the Changi Exhibition Centre with
1. BMW M Power Drive Experience,
Changi Exhibition Centre, Singapore
2. BMW Standard Chartered Marathon Singapore 2012
3. BMW M5 Launch, Esplanade, Singapore
BMW drive specialists and trainers on site.
Numerous touch points such as well-positioned
wayfinding, event ambassadors, briefing and
refreshment stations, merchandise corners and
product displays were created and employed
to engage invited guests throughout the drive
experience. 250 guests had the experience of a
lifetime at an event which saw the sale of more
than 10 BMW M cars.
A
When a globally recognised brand like BMW seeks
to further enhance its image, one wonders what
else can be done. This very challenge was handed
to the team at Kingsmen. As the official event
partner of BMW for 2012, our team was given the
task of taking BMW’s events to the next level.
3
LITO GERMAN
MARKETING DIRECTOR
BMW ASIA
BMW Asia wrapped up a successful year of
events with the Standard Chartered Marathon
Singapore on 2 December 2012. In a strong
show of support for the highly anticipated
marathon, BMW organized fortnightly run
clinics which started in August and lasted till
race day; forming a community of like-minded
running enthusiasts. At the event, the BMW
brand was highly visible with an activation
campaign that comprised a BMW pacer
programme, car displays, resting tents, and
five cheering points along the marathon route.
Armed with encouraging message boards and
clappers, 160 volunteers cheered as runners
ran by Sentosa’s Siloso Beach, Gardens by the
Bay (East), Benjamin Sheares Bridge, and the
Formula 1 race track and Pit Building. It was a
truly memorable experience for all runners and
volunteers. We all look forward to what BMW
Asia has lined up in 2013!
1
06
“BMW Asia has brought our
clients unforgettable experiences by
showcasing the brand’s strengths in
novel ways through events like the
BMW M Power Drive Experience,
Standard Chartered Marathon
and BMW 6 Series Gran Coupé
launch. It was a great pleasure
working with Kingsmen to realize
these exciting events which garnered
rave reviews from our guests.”
07
PROFILES
PROFILES
Brand activation is all about promoting a
unique brand experience to target audiences,
engaging them and creating lasting
impressions. BMW always has something
exciting in store for their clients.
A
APPLAUSE
GLOBAL
MICE
INDUSTRY
FORECAST
ISSUE N°1
Pragmatic optimism has
come to define 2012 —
a year where the threats
to the MICE industry
from the EURO crisis as
well as the U.S Elections
resulted in modest growth
in the industry despite a
resurgence in the Asian
markets. Applause looks to
a panel of experts to give
their predictions on what
we might see in 2013.
2013
Our Panel —
WHAT TRENDS ARE WE GOING TO SEE FOR THE GLOBAL
MICE INDUSTRY IN 2013?
There is a consistent belief that the industry
will grow steadily in 2013. Particularly in Asia,
with China projected to see the most growth
in activity as Europe and America recovers.
Corporate marketers will also look to emerging
markets for growth and participate in diverse
global exhibition programs across the world.
“There will be more geo-cloning of
established brands and events. We
envisage a continued emergence of
new entrants and new formats from
2012.” — DAVID FREEMAN
“Asia will be the region with the
most activity, especially China.
There is an explosion of new
meeting venues (both convention
centers and hotels) in Asia.”
— ROBIN LOKERMAN
TRENDS
David Gauthreaux
Jason Popp
David Freeman is the Managing Director of
Mayridge, a company that delivers innovative live
event solutions incorporating complete campaign
management for pre-show, at-show and post-show
engagement, interaction and measurement.
David Gauthreaux is the Senior VP, Corporate Events
/Global for the Freeman Company. The company
provides full-service resources for exhibitions,
conventions, corporate events and exhibit programs
from 43 locations across North America.
Jason Popp is the Executive VP (International) of GES,
a one-stop provider of exhibition and event services. Las
Vegas-based Global Experience Specialists, Inc. (GES),
a Viad Corp (NYSE:VVI) company, is a leading provider
of exhibition, event and entertainment experiences.
WHICH AREAS OF THE INDUSTRY HAVE GROWN IN
TERMS OF INNOVATION?
“Using social media is becoming
a standard and not an exception;
customized apps for events and
enhancing the event via virtual
events. Furthermore, there’s no
doubt that the role of digital in both
pre and post show applications is
increasing along with increased use
of gamification and leader boards.”
— DAVID GAUTHREAUX
“Data registration and lead
retrieval are all areas that have
become incredibly innovative
globally. Clearly understanding
attendee behavior will be a driver
of innovation.” — JASON POPP
Justin Hersh
Robin Lokerman
Justin Hersh is the CEO and founding partner of
Group Delphi. He is committed to assembling a team
that shares his passion for service and creative solutions.
Having studied theatre design and technical production
at the University of California, Santa Cruz, his ‘show
must go on’ spirit permeates Group Delphi’s culture.
Robin Lokerman is CEO - Institutional Division
of the MCI Group. MCI is a global consulting, live
communication, congress and event management company.
With offices in 47 cities and 23 countries across Europe,
the Middle East, Asia-Pacific, North and South America,
MCI is a leader in building community around brands.
08
“We have noticed an increasing need
to demonstrate Return On Investment.
With the vast amount of different
marketing tools and channels out there
at everyone’s disposal, we are seeing
the clear emergence of ‘Cross Media
Marketing’ campaigns.”
“The time frames clients work in
continue to shorten and planning
has changed from yearly to quarterly
to monthly. We see a greater use
of digital and interactive media in
exhibitions.” — JUSTIN HERSH
WHAT ARE SOME OF THE CHANGES IN THE INDUSTRY
THAT ARE HERE TO STAY FOR 2013?
The use and importance of technology is going
to become a key feature of the industry. There
is a growing focus on integrating social media
within the industry, and the mining of digital
audiences for marketing and tracking purposes.
“We certainly do not see time
frames increasing and we only see
an acceleration of the interest in
digital content.” — JUSTIN HERSH
“I personally find it hard to imagine
any reversal in the major trends of
increasing globalization, increasing
sophistication of lead retrieval devices
and the growth of social media. I
believe those are here to stay and will
play out in increasingly sophisticated
ways as marketers become more adept
at using them and as we get more
feedback on the tools.” — JASON POPP
09
HOW DIFFERENT IS THE MICE INDUSTRY IN NORTH
AMERICA/SOUTH AMERICA/EUROPE VS. ASIA?
Governments in Asia play a more central
role compared to the rest of the world. Asian
countries are investing in education-related
exhibitions and training events with its
rising middle class and growing demand for
academia-related training. In the past, Asian
countries used to follow the trends set by the
rest of the world. Today, Asia is beginning to
take precedence in setting their own trends
particularly in the area of leadership in new
media and innovation with digital engagement.
“Asian countries are investing a lot
of money in education, and with the
rising middle class in the region, there
is an increased level of academia and
thought leadership channelling this
growth.” — ROBIN LOKERMAN
“We feel the role of government in
Asia is more pronounced than other
regions. Long-term investment by
the Asian government is creating
an innovative landscape that other
countries are starting to notice.”
— DAVID GAUTHREAUX
TRENDS
David Freeman
2013 will see an increase in the transfer of
budgets from advertising to exhibitions. This
sentiment is based on the assumption that
face-to-face interaction at exhibitions allows
brands closer access to their target audience.
Social media and technology will continue to
play an important part not only in promoting
events, but also as a tool to track success and
Return On Investment (ROI) for exhibitors.
These new digital avenues also open up new
pathways for brands to interact with their
audience after an exhibition ends.
— DAVID FREEMAN
The growth of technology being employed in
this industry has opened up new avenues for
the introduction of digital engagement to trade
shows and exhibitions in Europe, America and
Asia. Besides social media and mobile apps,
the trend of content capture and distribution
has become more popular, especially in Asia.
B
WHAT ARE SOME OF THE EXPECTED CHANGES IN
EXHIBITORS’ BUYING PATTERNS AND THE MARKETING
INITIATIVES EMPLOYED BY ORGANIZERS FOR 2013?
WHICH AREAS OF THE MICE INDUSTRY WILL SEE THE
GREATEST GROWTH POTENTIAL IN 2013/2014?
Despite a tough outlook for the MICE industry
in Europe, there is growing optimism that
there will be further consolidation and intercontinental partnerships within the industry.
Greater stability is expected worldwide, as
the industry recovers from a particularly tough
2012. Asia is expected to feature strongly
and is projected to be the most bullish of
the continents, as conferences and industry
meetings normally held in North America and
Europe accelerate their shift to Asia.
“With the growing middle class in
the region, more and more people
are looking to expanding their
knowledge and creating valuable
networks, which are ideally done
through meetings and events. So we
can expect significant growth in
the MICE industry in Asia in the
coming years.” — ROBIN LOKERMAN
“Exhibitors are like investors –
they look for stability and once they
perceive there to be some stability
they are more likely to put their
money in.” — JASON POPP
B
APPLAUSE
BRANDS
IN TRANSIT
ISSUE N°1
1. Tiffany & Co., Changi Airport Terminal 2
2. Hugo Boss, Xi’an Xianyang International Airport
3. Luxury Fashion Galleria, Resorts World Sentosa
B
The spike in tourism over the last few years
reflect increasing frequency of travel largely
due to low-cost carriers, as well as China’s
open door policy, which has motivated its 1.3
billion population to travel within and out of
China. The expectation is that in time to come,
India, another highly populated country will
enter the fray, prompting further optimism that
air travel and travel retail will continue to grow
in 2013 and beyond.
3
1
favorite brands and products. Travellers are
now more knowledgeable, and look forward to
shopping in airports because they are able to
track and search for their favorite brands and
items online prior to departure.
“Brands see travel retail as another major arm
for their brands to be noticed by travellers and
generate high sales volume.” - CC Lee
Promising signs have also emerged in
Southeast Asia to indicate that the trend in
air travel will continue to rise as first-time
travellers who have tasted travelling begin to
travel a lot more.
This increase in air travel has led to more
infrastructure improvements, with new airport
terminals like Kuala Lumpur International
Airport II constructed with larger retail areas
leading to an influx of global brands seeking new
channels to reach out to customers. Hence, the
trend of mid to high-end brands opening retail
stores in airport terminals will continue to grow.
“Most major airports, as they have developed
their infrastructure, have also improved their
shopping space and shopping environment,”
according to CC Lee. Adding to this is the
increased time spent in airports due to tighter
security restrictions after 9/11. An example of
how improved infrastructure benefitted brands
was the case of brands like Hugo Boss, who
with the aid of Kingsmen, created a store in
Xi’an Xianyang International Airport in China.
In 2012, Kingsmen was also engaged by longstanding client, Tiffany & Co to work on a store
at Changi International Airport Terminal 2.
This change in trend has prompted travel
retailers to align their commitment and
investment in store design, ensuring that
they take on the same significance as their
downtown stores.
“There has been a huge increase of
travellers from Indonesia, China,
and India; a lot of Asian travellers
are now beginning to take to the
trend of travelling.”
2
SHARAN VALIRAM
EXECUTIVE DIRECTOR
VALIRAM GROUP
“Travel retail flourished because there
is now a worldwide increase in travel,
which is boosted by an increase in the
number of low-cost carriers”
CHARN CHENG (CC) LEE
GENERAL MANAGER
– HONG KONG & TAIWAN
LS TRAVEL RETAIL ASIA PACIFIC
Greater use of the internet has likewise given
travel retail a newfound desirability. The search
process is expanded, as travellers have access
to a wide range of merchandise from different
airports, giving them more reason to visit their
10
The shopping experience for travel retail
is beginning to emulate that of downtown
stores - where the whole experience has to
be an emotional one, connecting, engaging
and inspiring all. CEO of Bootstrap Pte Ltd, a
boutique consultancy firm which specializes in
customised solutions in the areas of Strategic
Planning, Leadership & Retail, Dr Lynda Wee
remarks, “retail stores are displaying less, but
they are letting the less speak more”. This
affects the assortment of products on offer
and creates a push factor for customers to
purchase from retail stores within the airports.
In addition, the strategy of only carrying a fixed
list of merchandise made available at certain
airports and not others, gives travellers the
incentive to purchase because they can’t get
it elsewhere.
Another interesting observation is the
dwindling of multi-brand stores, as brands
move toward operating standalone ones.
These standalone stores are able to better
communicate and showcase the versatility of
their brands, creating environments that seek
to inspire, rather than simply being a point of
transaction. With increased space, brands not
only think about the message, but also how to
amplify their products’ desirability. To do so,
as Dr Lynda Wee suggests is “to have clarity
of mind and to know who your customers are.”
11
The transition of travel retail from a souvenirselling retail experience in the 60s-80s to
one that now includes standalone stores
demonstrates the increasing importance
brands placed on travel retail. In addition, the
concept of travel retail has evolved over the
years, moving beyond airports. New concepts
spawned with the discerning tourist in mind
have seen travel retail stores opening within
popular shopping districts. Kingsmen had
the honour of designing and fitting out the
themed Duty Free Shopping (DFS) Galleria
at Scottswalk. The downtown stores offer
a wide selection of luxury brands with the
same benefits of enticing discounts and taxfree rebates. In 2009, The Valiram Group
commissioned Kingsmen to design and fit out
the Luxury Fashion Galleria at Resorts World
Sentosa, a luxury retail esplanade with brands
like Coach, Ralph Lauren and the Swiss Watch
Gallery. This iconic must-see destination offers
travellers more opportunities to shop in dutyfree stores beyond airports; catering to both a
tourist’s need to shop and sightsee in one fell
swoop.
The Tax Free World Association (TFWA) Asia
Pacific, a leading regional exhibition promoting
and showcasing the world of travel retail, sees
the potential of this market and aims to expand
the growth of travel retail in the region. Every
year, Kingsmen works closely with TFWA to
design and build special-design stands for
long-term clients like Camus, Eurocomosmesi,
Mars, Pal Zileri and Ferragamo Parfums. As
travel retail takes off, so will the need to rethink
strategies to better engage travellers with new
experiences based on informed insights.
TRENDS
TRENDS
The growing success of travel retail in 2012 is largely attributed to the record
number of global travellers the year before. According to the World Tourism
Organization (UNWTO) – the United Nations’ specialised agency for
sustainable tourism – 1 billion tourists travelled internationally in 2012.
B
ASIA THEMED FOR
CONTINUED GROWTH
ASIA’S TOP 20 PARKS
13
The thematic attractions industry is seeing
continued growth and expansion in Asia
in spite of the slow-paced global economy.
Significant expansions include more than five
new attractions in Hong Kong Disneyland, new
additions to Chimelong Paradise, over a dozen
new attractions in Ocean Park, and a new
indoor children’s interactive area in Lotte World.
These are just four of the Top 20 theme parks
in Asia whom are investing in redevelopment
works to capture the imagination of visitors
with integrated developments consisting of F&B,
retail and themed shows. Moving in tandem,
Kingsmen is actively supporting the development
works of popular theme parks in cities like Abu
Dhabi, Guangzhou, Hong Kong, Kuala Lumpur,
Seoul, Singapore and Zhuhai.
OF GLOBAL THEME PARK
ATTENDANCE IS IN ASIA
GLOBAL THEME PARKS
2.9
The industry outlook remains upbeat as Global
Industry Analysts Inc. predicts that the global
theme parks market will hit US$29.5 billion by
2015, and generate revenue of nearly US$32
billion by 2017. Chris Yoshii, Global Director of
Asia Economics, notes “owners of the parks have
plenty of opportunities with a growing market
fed by a growing middle-income sector, to make
incremental investments in their own product and
generate strong financial returns.” Considering
the success of Asian Attractions Expo 2012,
which saw a record-breaking trade show floor
and strong buyer turnout in Hong Kong, Asian
Attractions Expo 2013 is poised to welcome over
4,500 attractions industry professionals at the
Sands Expo and Convention Center in Marina
Bay Sands, Singapore from June 4-7.
%
GROWTH
GLOBAL ATTRACTIONS
4.8
12
%
GROWTH
9.4
%
GROWTH
OCEAN PARK
DISNEYLAND
LOTTE WORLD
HONG KONG
HONG KONG
SEOUL, S. KOREA
29%
13%
37%
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
GREATEST
JUMP AFTER
REDEVELOPMENT
ADMIT
ONE
ADMIT
ONE
IN THE MIDST OF A
GLOBAL RECESSION
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
ADMIT
ONE
GROWING
ATTRACTIONS
NAGASHIMA
SPA LAND
DINOSAUR
PARK
KUWANA, JAPAN
CHANGZHOU, CHINA
30%
52%
ASIA’S TOP 20 PARKS ATTENDANCE
105,100,000
KEY ATTRIBUTES
OF ASIAN MARKET
DEVELOPMENT OF
ATTRACTIONS
INDUSTRY IN ASIA
•
•
•
•
•
•
•
• Setting up of International Association of Amusement Parks and
Attractions (IAAPA) headquarters in Hong Kong
• Commencement of Asian Attractions Expo in 2008 in Macau
• Expansion of Themed Entertainment Association (TEA) into Asia
• Global Industry Analysts Inc. forecasts Asia-Pacific amusement park
growth to exceed a yearly rate of 6% over the coming years
Theme and show over thrill
Integrated developments
Growing market for high end shows
Jump in night shows and multimedia spectaculars
Large-scale aquarium or marine parks
Ascendancy of cultural show park with live shows
Visitor mix has a higher element of tourism
than U.S. theme parks because not every city has one
UPTREND IN LAUNCHING PREMIERE ATTRACTIONS IN ASIA
Transformers: The Ride-3D premiered at Universal Studios Singapore in 2011.
Robinett, J., Sands, B., Yoshii, C., & Camp, D. (2012). Theme Index: Global Attractions Attendance Report. (G. Jeffers & J. Rubin, Eds.) (pp. 1-52).
Themed Entertainment Association (TEA) and the Economics practice at AECOM.
13
APPLAUSE
ISSUE N°1
C
China’s growing economic power and burgeoning demand
for luxury brands has lured a host of elite brands to open
multiple retail stores in some of China’s prominent cities.
British brand Jimmy Choo recently announced that 50
stores will be opened by 2016, while others like Tiffany
& Co. have also stated their intention to further expand
beyond their current 42 stores. Christian Louboutin, the
ultra-lux shoe brand, opened its very first boutique in
Shanghai two years ago and has since opened two duplex
boutiques in Beijing and Hong Kong in 2012 alone.
1. Calvin Klein Collection, Shenyang
2. Fendi, Hong Kong
3. Hugo Boss, Xi’an
1
New Brand Entrants
ALLEN EDMONDS
BANANA REPUBLIC
BJÖRN BORG
CHEVIGNON
DE BEERS
GROC MIRÓ
HOLLISTER
JIMMY CHOO
KAREN MILLEN
LAURA ASHLEY
PAUL SMITH
TED BAKER
TORY BURCH
VERA WANG
Fendi likewise opened its Shenzhen store in
MIXC Mall as well as another at The Landmark
in Hong Kong that same year. The proliferation
of these branded boutiques have made it
essential for brands to work with reliable local
partners to ensure that the design and interior
of their stores retain their brand prestige,
while remaining cost-effective. Brands like
Burberry, Calvin Klein Collection, Fendi,
Gucci, and Tiffany & Co. continue to work with
Kingsmen to strategize fresh ways of engaging
customers, while adhering to individual brand
guidelines as they open new stores not only in
tier one and two cities, but in tier three and
four cities as well.
“We are delighted to be able to support
international brands in their expansion
strategies by providing them with quality
and convenience through our integrated
retail solutions. Our retail design, fit-out,
roll-out and fixture manufacturing solutions
enable clients to have a single point of
contact with assured quality.”
MANAGING DIRECTOR
KINGSMEN PROJECTS PTE LTD
Retailers are also experiencing a gradual
maturation of the luxury market in China.
Consumers tastes are becoming increasingly
varied with a growing band of affluent individuals
cultivating an affinity for luxury brands with “a
long history, high prices and a low-key manner”,
Rupert Hoogewerf, Chairman and Chief
researcher of Hurun Research Institute states.
14
Expanding Brands
Nanjing Road, Shanghai
ALEX WEE
Photo: Red Dog Studio
2
China analyst Paul French, who works at market
research firm Mintel Group Ltd, agrees that “the
market is fragmenting”.
“Brands like Burberry and Louis Vuitton are
having to fight much harder for a share of the
market. The idea that you just show up, show
a luxury brand and make a sale is in the past.”
This points to how luxury brands are now
shaping their retail strategies based on factors
other than brand prestige, delving into the entire
experience, from interior design and fit-out to
the shopping experience for customers. Brands
like Banana Republic, Chevignon, Paul Smith,
Ted Baker and Vera Wang which make up a
list of new brand entrants making forays into
the Chinese market will have to compete much
harder especially in the already saturated luxury
goods marketplaces of first-tier cities.
Compared to first-tier cities, second and thirdtier ones have broader potential for growth
as 80% of China’s population and over 70%
of the wealthy reside in them. Under such
circumstances, niche brands, emerging brands
and mid-tier brands may have greater appeal
to the shoppers in these cities. Educated and
expressive in the way they present themselves,
this new breed of shoppers seeks to create
their own style. Therefore, brands have to be
attuned to the needs of this new audience
by building on store design and the retail
experience to compete more effectively and
build a stronger brand presence.
“Some brands will face the wake-up call
that Chinese growth is not neverending,
but we have operated in some of the
toughest markets and have grown before.”
The competition between brands to engage their
audiences with not just a logo and name, but
attractive stores assembled with high quality,
ensures that partnerships with interior fit-out
specialists and designers remain an integral part
of maintaining or establishing brand presence
in China. Competition previously meant better
quality, increased efficiency and greater service
for mature regions in America and Europe. The
same could be said for the coming years as
brands expand in China, and what truly sets
them apart would be the experience each brand
creates for its customers.
3
German high-end fashion label Hugo Boss AG is
targeting China as one of its biggest markets as
it plans to open about 60 new stores in China
within the next two years, adding to its current
86 stores. This vote of confidence is underlined
by sentiments such as that shared by Hugo
Boss Chief Executive, Claus-Dietrich Lahrs:
15
BALLY
BURBERRY
CALVIN KLEIN COLLECTION
CANALI
CHRISTIAN LOUBOUTIN
COACH
FENDI
FREY WILLE
GUCCI
HERMÈS
HUGO BOSS
LONGCHAMP
LOUIS VUITTON
MICHAEL KORS
MULBERRY
PATEK PHILIPPE
RALPH LAUREN
SALVATORE FERRAGAMO
TAG HEUER
TIFFANY & CO.
VAN CLEEF & ARPELS
VERSACE
FEATURES
FEATURES
BRANDS
EXPAND IN
GREATER
CHINA
C
APPLAUSE
ISSUE N°1
Formula 1 Singapore Grand Prix
Singapore Youth Olympic Games
C
MEGA
SPORTING
EVENTS COME
OF AGE IN
ASIA
Malaysia Cup 2012
The Beijing Olympic Games opened the world’s
eyes to the creative talents of China’s artistic
and theatrical performers, and the indomitable
spirit of Asian sportsmen that captured the
hearts of a worldwide audience. Beijing has
shown the world that sports, like music and
the arts, are spectacles that have the potential
to move people. The sporting event highlighted
the pinnacle of physical achievement, a
celebration of the combination of sheer
discipline and raw talent. Beijing’s Olympic
Games was a great success.
GE Imagination Centre,
Beijing Olympic Games
Volvo Ocean Race
National Stadium Club
Experience Centre,
Singapore Sports Hub
16
Across the seas in South-East Asia, the FIA
Formula One World Championship added
another Asian country, Singapore, to its
2008 season racing calendar, signalling the
addition of another mega sporting event in
Asia. This milestone for Singapore has resulted
in approximately US$164 million yearly
in F1 tourist and tourism-related receipts
associated with the 3-day event over the last
5 years. Besides their contribution towards the
country’s GDP, events like the F1 have also
helped shape Singapore as the nation not only
to work in but also to play in.
Other indications of Asia’s rise as key
international sporting event hosts was the
introduction of the inaugural Youth Olympic
Games in Singapore, as well as the first
Asian leg of the Volvo Ocean Race in 2009.
Since then, rapid infrastructure improvements
in sporting venues have been underway in
Singapore. One of these includes the building
of the Singapore Sports Hub which will house
the new National Stadium and its exclusive
National Stadium Club. To help others envision
the experience of the new National Stadium
Club, Kingsmen created an Experience Centre
showroom for the Executive suites at the
National Stadium. Within three months of its
launch, about two-thirds of the 61 available
suites have been sold. Such keen interest from
the private sector indicates rising appreciation
and awareness of the sporting event industry
in Singapore and across the region.
The investment in sporting infrastructure is not
restricted to Singapore alone. The SEA Games
of 2011 in Palembang, Indonesia, as well as
the Indonesian Soccer Championship led to
an increase in government spending on sports
venues and infrastructure due to growing
public interest in sporting events. Sports
stadiums and hotels for athletes constructed
for the Palembang Games have been wellutilised following the games, and now provide
an additional destination for future sporting
events to be staged.
At the Beijing Olympics, 31 sports venues
were newly-constructed or re-modelled. Public
transport within the host city Beijing also
underwent major re-fitting and improvements
were made to promote greater efficiency and
way-finding for tourists. Buildings underwent
facelifts and ushered in a new modernity for
the city, and the Olympics became a catalyst
for growth and modernization for Beijing. The
upcoming 2014 Nanjing Youth Olympic Games
and completed events like the 2012 Shanghai
Rolex Masters Tennis Tournament, the 2012
NBA China Games and Cup of China ISU Grand
Prix of Figure Skating in 2012 are just some
examples of the growing interest in Asia as a
destination for sporting events.
In Asia, this new awareness and interest in
sports and sporting events has given rise to
increased government support, especially
in sporting infrastructure development. This
bodes well for the region as an important stop
and venue for mega sporting events, and the
development of sports within Asian countries.
Commonwealth Games New Delhi
17
FEATURES
FEATURES
Sochi Park, London Olympics
The date 080808 will forever be etched in the minds
of the Chinese as it marked the opening of the Beijing
Olympic Games, a first for China and the third summer
Olympics to be held in an Asian country.
C
1
APPLAUSE
ISSUE N°1
C
MULTI-BRAND
ENVIRONMENTS
IN SOUTH KOREA
Traditional utilitarian store layouts, focused on retail sections
and function, were what greeted customers whenever one
walked into a department store. This concept worked
primarily because department stores were good at creating
value with vouchers, storewide discounts and attractions like
lucky draws. This led to the perception of value being the
main attraction at department stores.
Creating the greatest perceived value was a
hallmark of the 80s. It was the period with
the largest range of choices for a very limited
spectrum of product uses. However, there was
limited variety in terms of true product uses.
For example, juicers were available in different
sizes and styles, but cold-press juicers or
functions that were greatly differentiated were
rarely available. This was why value was so
crucial to the success of a department store.
In the suburbs, retail stores functioned as a
place for communities to gather. It became a
way of life. Competition was low and malls
were built far apart from each other. Today, this
has all changed.
2
What used to work for department stores
no longer holds sway. It is not enough for
retailers to just have what customers want
anymore. Instead, customers now seek to
reduce their search time for a jacket or pair of
jeans by a particular designer or label. It has
therefore become increasingly important for
department stores to be able to cater to such
expectations where the shopping experience is
alleviated by better organization and curating
to the customer’s needs, thus building the
customer’s loyalty.
Over in Korea, major department stores like AK
Plaza, Galleria, Hyundai, Lotte and Shinsegae
concentrate on bringing in a good mix of
mid to high-end brands, to attract shoppers
from a wide demographic. This changes the
perception of the store from one of value, to
one offering great variety and as a one-stop
shop. The vast difference or sleight of hand has
been the department stores’ ability to still be
perceived as a one-stop shop with variety, but
also with increased meaning.
Department stores in Korea are curating an
experience that renews its currency among
the shoppers of today. Aside from housing top
international luxury brands, as well as niche
and upcoming designer brands, Shinsegae has
incorporated a cultural space that promotes a
new lifestyle – combining shopping and the
arts with its Trinity Garden and an art gallery.
This strategy works on the premise that art,
nature and luxury go hand in hand.
In retail, loyalty is intricately linked to meaning.
Lotte Department Store, the largest department
store in Korea, offers high-end shopping to
Koreans. Situated in the busy shopping district
of Myeongdong, the store sees more than 1.5
million shoppers a day. The shopping mall is
directly connected to Lotte Hotel Seoul and
Lotte Young Plaza, creating a real estate haven
for shoppers from Korea and abroad.
Brands that can create the best meaning are
able to retain the loyalty of their customers.
In the same way, department stores had to
evolve. They started by delineating spaces
where brands of the same standing could share
a space, yet maintain their individual brand
identities in multi-brand environments. This
way, malls became known to cater to a particular
demographic, rather than to everyone.
Department stores and malls no longer
operate with a single retail principle, but with
an overall mindset of building interdependent
symbiotic communities. With the growing
interest in multi-brand environments and
the building of customer loyalty through the
creation of spaces with greater meaning, the
malls of Korea are poised to set an example
for others in the region to follow.
1. Boon The Shop, Shinsegae Gangnam, Seoul
2. Shinsegae Department Store, Uijeongbu
3. Lotte Young Plaza, Seoul
18
19
FEATURES
FEATURES
3
C
APPLAUSE
helped to not only build suitable structures
for the exhibition, but also to provide publicity
for the annual celebration of the region’s
unique artworks.
1
In 2012 alone, a flurry of exhibitions from
Art Stage Singapore 2012 to Andy Warhol:
15 Minutes Eternal have kept interest in the
arts in Asia on a high. Travelling exhibitions
like the Warhol have mass appeal, are
cost-effective and are easily marketed to
neighbouring countries.
The regional arts landscape likewise continues
to evolve, with new platforms initiated for
artists and museums to showcase their work.
It is this evolution that led to the envisioning
of Arts Stage Singapore, which assumes the
position of Asia’s premier international arts
fair. In its sophomore year in 2012, Arts Stage
Singapore is gaining momentum as a definitive
rendezvous point for collectors, artists, art
A R T S
C
1. Kohler Bold.Art.
2. Art Stage Singapore 2013
3. The Art of the Brick
4. Andy Warhol: 15 Minutes Eternal
enthusiasts, academics and museum and
gallery professionals with a strong focus on
quality through its stringent selection criteria.
Design: WY-TO architects
2
That same year, Art Stage Singapore firmly
established Singapore’s unique position as the
bridge between the East and West, by creating
a platform for Asian artists to be elevated to
a level of international importance, positioning
them as strong and competitive players in the
global market.
The exhibition’s success thus far has spurred
much anticipation for the recently-concluded
Art Stage Singapore 2013, as the exhibition
continues to provide homegrown artists and
curators with the remarkable opportunity
to present and market their artworks
and museums. Additional support from
design-based companies like Kingsmen has
20
Besides Art Stage Singapore, the region’s
upcoming arts festivals in 2013 also indicate
to a steady growth in the arts industry in
Asia. Some of these exhibitions include SH
Contemporary (Shanghai, China), ManilART
(Manila, Philippines), Sikka Art Fair (Dubai,
UAE), Art Osaka (Osaka, Japan), Korea
International Art Fair (Seoul, South Korea),
The Shanghai Art Fair (Shanghai, China) and
the well-known Kohler Bold.Art. which kicked
off a travelling exhibition across nine cities in
China. The Kohler exhibition’s venture into tiertwo and tier-three cities in China represents a
reach into a previously untapped market, and
expects demand to grow in tandem with the
country’s growing economy. Encouraging signs
are reverberating from the Southeast Asian
nations as well, with exhibitions like ART|JOG
(Yogyakarta, Indonesia) and 1Malaysia
Contemporary Art Tourism Festival scheduled
for 2013’s event roster.
Exhibitions like Andy Warhol: 15 Minutes
Eternal, Dali: Mind of a Genius and The Art of
the Brick at the iconic ArtScience Museum in
Singapore feature a new blend of exhibitions
which promote a better understanding of how
inspiration, creativity, and expression come
together by using new media to creating
more immersive interactive experiences for
its patrons. This is typified by The Art of the
Brick exhibition which will end its run on 14
April. For the first time in Southeast Asia, New
York-based artist Nathan Sawaya showcases
his largest collection of 52 large-scale
sculptures created solely out of LEGO® bricks.
FEATURES
FEATURES
The past one year has seen
a transformation of the Arts
scene in Asia! Exhibitions like
Dali: Mind of a Genius and
Andy Warhol: 15 Minutes
Eternal have paved the way
for traditional art to share the
same stage as contemporary
interactive exhibitions,
creating new vibrancy and
broadening its appeal. Today,
new and relevant exhibitions
are all the rage in Asian cities
like Singapore.
ISSUE N°1
C
3
A L I V E !
Creativity, which plays a big role in Nathan’s
works, prompted organizers to encourage
visitors to explore their own creativity while
viewing the exhibition. Organizers introduced
Nathan’s special blend of playful imagination
by creating a segment where patrons could
form their own miniature sculptures out of the
LEGO® pieces provided. The growth of the arts
industry has to continually engage its audience
in both tradition and relevance. Along with
government support to open up new exhibition
venues and the growth of travelling exhibitions,
we can certainly look forward to a livelier arts
scene in Asia in the years to come.
4
21
THE
CHANGING
FACE OF
LUXURY
RETAIL
ISSUE N°1
1. Coach, Vietnam
2. Chanel, Malaysia
3. TAG Heuer, Singapore
1
3
35% over the last year, and landlords of luxury
malls in Hong Kong are also struggling to
maintain a competitive yet interesting tenant
mix. Today, it is no longer sufficient to meet the
constant demands from elite luxury brands for
more space, larger stores and better exposure,
but also to expose customers to emerging
mid-level brands. Brands like Abercrombie &
Fitch, Apple, Forever 21 and GAP have come
to change the retail landscape of Hong Kong.
C
2
While Asia remains a lucrative market for
luxury brands to venture into, luxury brands’
approach toward even the most traditionally
established Asian markets have changed.
We see this especially in the prime shopping
district of Japan.
Despite the uncertainty facing the global
economy, luxury retail enjoyed a year of growth
in 2012. The uptrend however appears to
be waning, causing some luxury retailers to
consider alternatives other than prestigious
shopping districts for their boutique locations.
Applause looks at the changes surrounding
prime retail space within Asia, and the
changing face of luxury retail in response to
new consumer demand and purchasing habits.
Ginza, Japan’s answer to Fifth Avenue in New
York, has seen a series of store openings by
casual wear chains like Forever 21 and Uniqlo.
Today, these brands share the same retail row
as ultra-lux brands like Bvlgari, Cartier and
Chanel. Growing hesitance towards taking
up prime shopping district spaces by luxury
brands has led to a change in the tenant mix
for these areas. In Ginza’s case, there is now
a focus on the total shopping experience. This
bodes well for luxury fit-out specialists like
Kingsmen, who has supported global brands
in engaging their customers through flagship
stores, multi-brand environments, travel retail
and pop-up stores.
Prime retail in the glitzy shopping districts of
Causeway Bay (Hong Kong), Ginza (Tokyo),
Huaihai and Nanjing Road (Shanghai),
Gangnam-gu (Seoul), Dubai Mall (Dubai) and
DLF Emporio (New Delhi); opulent vestiges
of Asia’s wealthy, have all witnessed changes
over the last two years.
Hong Kong for one has surpassed New
York’s reign as the home of the world’s most
expensive shopping district for retailers, as
luxury brands compete for space to sell goods
to Chinese tourists. Average annual rents at
Hong Kong’s Causeway Bay have risen by
CAUSEWAY BAY
Hong Kong
22
Oftentimes, big players like the LVMH,
Richmont and Gucci Groups can demand prime
locations in upmarket malls and shopping
districts firstly due to their bargaining power,
secondly having a stable of brands under
23
FEATURES
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APPLAUSE
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APPLAUSE
ISSUE N°1
4
C
5
6
ORCHARD ROAD
Singapore
their control, and lastly their ability to sign
multiple tenancies at one time. More recently,
an emerging trend is taking big players away
from regular shopping malls and high-end
districts, with groups like LVMH venturing
into re-imagining spaces. Forming remarkable
duplexes outside shopping malls, brands have
the space and ability to craft an entirely new
experience for its customers.
This 2013, the luxury retail industry will build
on creating new experiences in the digital
domain for their customers. Luxury brands
that have traditionally branded themselves
according to the fundamentals of classy, iconic
and chic, will now move towards creating
more compelling stories for their brands. The
use of social media and digital platforms like
phone apps will be increasingly involved in
the storytelling process and online shopping.
In addition, greater emphasis will be placed
on delivering better customer service to bridge
the gap which on-demand experiences from
an online platform have created for their
customers. For instance, if a customer sees the
product online but it hasn’t been added to the
physical store’s inventory, service staff should
know how to fill the gap in communication
which the online store has created.
Over in Jakarta, the well-heeled are increasingly
served by new flagship stores in places like
Pacific Place, Plaza Indonesia and Grand
Indonesia. The growing ranks of wealthy
consumers are flocking to take advantage of one
of Southeast Asia’s largest economies. Italian
fashion label, Gucci has built a 5,500-squarefoot flagship store while Fendi opened two
stores in 2012. The optimism held by elite
luxury brands toward the nation’s ability to keep
spending is buoyed by the country’s ballooning
middle class, ensuring a steady long-term
demand for luxury goods.
Southeast Asia’s first Louis Vuitton Island
Maison is one such example of re-imagined
duplexes. The two-storey standalone glass and
steel crystal pavilion, designed by architect
Moshe Safdie, dedicates an entire space to
arts and cultural elements: the Espace, located
in the underwater tunnel joining the LV Island
Maison to Marina Bay Sands. Maison Hermès
Dosan Park, is another example. Designed by
Rena Dumas of RDAI, its outer wall was built
out of glass, reflecting the various colors of the
rainbow throughout the day.
The use of pop-ups will also increase as more
brands compete for limited prime shopping
areas, as Dr Lynda Wee, CEO of Bootstrap Pte
Ltd, a boutique consultancy firm comments.
She also suggests that the element of surprise
gives brands a chance to do something new.
It allows fresh engagement with certain events
that will highlight a particular campaign or
trait of the brand. Like how Chanel opened a
store in the French Riviera in an 18th century
mansion or when Guerlain decided to build
their reputation at 68 Champs Élysées to reach
younger customers and trend-setters. Recently,
LV launched its Art of Packing at Marina Bay
Sands and made full use of social media to
invite loyal brand supporters to engage with
their brand. All these adjustments toward
engaging customers have benefitted brands as
luxury retail shifts to accommodate a different
tide of consumer behavior.
The growth in luxury retail in Malaysia has
also been encouraging with Kuala Lumpur
emerging as a choice destination for Middle
East tourists due to a ready supply of
restaurants and amenities that are sensitive
to Middle Eastern Islamic traditions. Most
notably, popular luxury brand Michael Kors
marked its Malaysian debut with a duplex
flagship store in Pavilion Kuala Lumpur Mall
last year. As many as 18 new developments,
boasting an excess of 10 million square feet of
net lettable area, may be added to total supply
by 2015/16. Approximately 70% of this space
will be located in Selangor, with the remainder
in Kuala Lumpur.
Among emerging markets like Indonesia,
Vietnam and Malaysia, Vietnam is the rising
star with luxury brands making a beeline
for
luxury-conscious
customers.
Since
registering an economic growth of 5.3% in
2009, Vietnam’s rising economic power has
enticed international retail chains to set up
shops in Vietnam. These include France’s
Big C, South Korea’s Lotte, Germany’s Metro,
Malaysia’s Parkson and Japan’s Seiyu. The
retail chains bring with them luxury brands
like: Balenciaga, Bally, Cartier, Chanel, Chloe,
Christian Louboutin, Jimmy Choo, and Louis
Vuitton to name a few.
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25
FEATURES
FEATURES
4. Fendi, Singapore
5. Carl F. Bucherer, Japan
6. DKNY, Vietnam
Over in the United Arab Emirates, a flourishing
economy and strong demand for luxury goods
has made it a premier destination for leading
luxury brands. The fourth largest Arab league
economy, UAE consists of seven emirates with
its capital, Abu Dhabi emerging as one of
the most modern and luxurious cities in the
world to live, visit and shop. The city’s retail
industry is dynamic and has become one of
the world’s most desirable environments
for investment and revenue generation. Add
to that increased public and private sector
consumption, Dubai’s industry verticals
(tourism, trade and banking) remain strong
and a driving force behind its retail industry
which is expected to grow further by 13%. As
the state collects no income tax for its expat
community which is 80% of its population,
there is a higher disposable income for luxury
goods. The higher spending power of high networth, highly-paid foreign professionals have
continued to make Dubai’s luxury retail an
attractive destination for elite luxury brands.
C
EUROPE
38
58
30
45
28
49
AMERICAS
39
64
.8%
29
35
39
31
27
46
43
33
40
42
34
37
24
.2%
48
32
26
25
44
30
47
36
12
8
54
1
KINGSMEN’S
GLOBAL FIXTURE
EXPORTS
The trend for global sourcing which started in
early 2000 has gained momentum over the
last decade. Global retail brands that used
to outsource the production of apparel and
goods to Asia, have also started to turn to the
East for retail store fixtures. The noticeable
trend started in 2005 where there was a
market increase in demand for fixtures and
custom fixture manufacturing from sources in
Asia. Aimed at capitalising on efficiencies in
the delivery of products and services, global
sourcing provided the means and access
to quality products at lower cost through
competitively priced raw materials and skilled
labour, among other economic factors.
Although there are several companies that
provide retail solutions, only a few offer a
one-stop service on a large scale. Anticipating
this changing trend, Kingsmen expanded
its manufacturing capabilities to include
production facilities in Johor, Malaysia as
well as in Taipei, Taiwan R.O.C. To support
the expansion of retail brands in China, we
enhanced our manufacturing capabilities
ASIA
2
25
10
52
18
63
61
14
11
41
17
22
.0%
26
9
19
Kunshan, China
20
5
6
15
21
62
3
57
59
65
23
16
55
13
60
AFRICA
2
Johor, Malaysia
7
.9%
53
50
56
AUSTRALIA
2
with production facilities in Kunshan (east
of Shanghai in Jiangsu province) in 2012.
Specialised production like metal engineering,
woodworking, spray painting and varnishing,
glassworks, welding and milling, and logistics
are carried out in-house to exacting standards.
These three main production facilities export
store fixtures to key markets like Australia,
China, France, Italy, Japan, UK and USA;
for clients such as Aldo, Coach, Hollister,
Nespresso, Ralph Lauren, Swarovski and TAG
Heuer. Underlying the export of fixtures and the
roll-out for stores is the constant drive to offer
the utmost convenience to clients through an
integrated suite of services that include retail
fit-out, environmental graphics, alternative
marketing and events. The ever-changing retail
landscape, consumer tastes and trends have
meant that brands have to adapt very quickly
in order to thrive. To minimise business risk,
brands have sought out reliable local partners
as a key resource and a necessary element in
their venture into new markets.
4
ASIA
1
2
3
4
5
6
7
8
9
10
11
12
Armenia
Azerbaijan
Cambodia
China
Hong Kong
India
Indonesia
Israel
Japan
Jordan
Kazakhstan
Lebanon
EUROPE
13
14
15
16
17
18
19
20
21
22
23
Malaysia
Mongolia
Myanmar
Philippines
Qatar
Saudi Arabia
South Korea
Taiwan
Thailand
United Arab Emirates
Vietnam
24
25
26
27
28
29
30
31
32
33
34
35
36
Belgium
Bulgaria
Croatia
Czech Republic
Denmark
France
Georgia
Germany
Hungary
Italy
Lithuania
Luxembourg
Malta
37
38
39
40
41
42
43
44
45
46
47
48
49
27
Netherlands
Norway
Poland
Portugal
Romania
Russia
Slovenia
Spain
Sweden
Switzerland
Turkey
Ukraine
United Kingdom
.1%
51
AUSTRALIA
AMERICAS
50 Australia
51 New Zealand
57
58
59
60
61
62
63
64
65
AFRICA
52
53
54
55
56
Egypt
Mauritius
Morocco
Nigeria
South Africa
Aruba
Canada
Costa Rica
Ecuador
El Salvador
Honduras
Mexico
United States of America
Venezuela
*all data is based on Kingsmen’s retail fixture exports for 2012
APPLAUSE
ISSUE N°1
C
Asia, with its booming economic growth, improvements in infrastructure,
top MICE and tourism destinations and increased spending is now the
epicentre where changes in global mobility, operations and markets take
place. Today, Asia Pacific has some of the world’s largest and most efficient
cargo operators. Association of Asia Pacific Airlines (AAPA) 2011 estimates
show that Asia Pacific aviation raked in US$163 billion revenue with Asia
Pacific carriers accounting for 27% of global passenger traffic and 41% of
global cargo traffic. In 2012, airlines increased engagement for “ongoing
capital investment in fleets, airports and other services infrastructure”
observes Andrew Herdman, Director General, AAPA.
Based on Boeing’s long-term market outlook for 20122031, Asia Pacific’s share of world GDP is projected to
expand from 28% today to 36% in 2031 with nearly half
of the world’s air traffic growth driven by travel to, from, or
within the region. Brisk market growth is expected to be
sustained, as the Association of Southeast Asian Nations
(ASEAN) reinforces business and leisure travel ties within
ASEAN and with China and Taiwan. Growth will also be
driven by the relaxing of domestic market regulation within
the aforementioned cities, with improved service between
capitals, all leading to a more a cohesive aviation market.
1
2
3
an important feature as global meeting places for airlines,
airports, Maintenance, Repair & Overhaul (MRO) providers,
defence contractors, civil & military aviation companies and
tourism authorities to examine air services and get updates
on new market developments.
The increase in the number of air shows and participants has
raised the level of competition, urging aviation companies,
providers and authorities to step up their game in supporting
the region’s developments and to stand out. “It is crucial for
aviation companies to have a strong presence at major air
shows for better access to buyers and to foster strategic
partnerships with the aviation community at large. We
are able to support clients like the Civil Aviation Authority
of Singapore (CAAS), Kallman Worldwide Inc. and Korea
Aerospace Industries with the design and/or build of their
booths, chalets and pavilions at these air shows“, shares
Mr Anthony Chong, Managing Director of Kingsmen Exhibits
Pte Ltd. With six airports in Asia listed in the Top 10 for
the 2012 World Airport Awards – three of which clinched
the Top 3 spots (South Korea, Singapore and Hong Kong
respectively), the Asia Pacific region is well-positioned to
sustain its growth as a bustling air hub.
Complementing this transition are regional air shows
which have expanded tremendously over the last decade.
Key air shows like Aero India, Airshow China, Asian
Aerospace, Indodefence Expo & Forum, Japan Aerospace,
Seoul International Aerospace & Defense Exhibition,
Singapore Airshow and Langkawi International Maritime
and Aerospace (LIMA) Exhibition now attract exhibitors and
visitors from all over the world. Neighbouring United Arab
Emirates is also making its presence felt in the industry
with the Dubai Air Show, and more recently, the 18th
World Route Development Forum, also known as World
Routes 2012 held in Abu Dhabi. These shows are today
28
4
1. Seoul International Aerospace & Defense Exhibition
2. Dubai Aerospace Enterprise at Dubai Air Show
3. Changi Airport Group at Singapore Air Show
4. Boeing at Singapore Air Show
29
FEATURES
FEATURES
REGIONAL
AVIATION
SOARS
C
APPLAUSE
ISSUE N°1
As William Shakespeare famously wrote in As You Like It, reflecting
upon how Life’s different stages is ever-changing and full of surprises.
Likewise, museums and galleries worldwide are constantly evolving,
and have now progressed to an exciting new level where permanent
exhibits have in some cases given way to temporary ones. We are now
witnessing a new breed of exhibitions. Travelling exhibitions, also known
as international touring exhibitions or travelling exhibits, are now the
rage and are mutually beneficial to organisers, venues, institutions
and the public. These exhibitions provide museums and galleries with
opportunities to expand their audiences’ access to prized collections
and scholastic pursuits, while reaching the widest possible audiences;
allowing them to experience valuable object d’arts, artefacts and the
stories behind them.
Top tourist venues like the ArtScience Museum in Singapore, and The
Venetian in Las Vegas and Macau, have embraced travelling exhibitions
to attract a growing demographic of curious and discerning visitors.
C
ALL THE
WORLD’S
A STAGE
2
“I first engaged Kingsmen to assist in
building the ArtScience Museum in
Singapore, and from there I knew that
I was lucky to have met an incredible
group of talented people. Kingsmen is
successful because the people at the very
top of the organization care about detail,
quality and efficiency. They work smart,
hard, and with a smile. I look forward to
many years of co-operation with them.”
— Tom Zaller, President and CEO
IMAGINE EXHIBITIONS INC.
1. The Human Bodies Exhibition, Macau
2. Da Vinci – The Genius, Las Vegas
3. The Titanic Exhibition, Macau
Introducing popular travelling exhibitions like
Dali: Mind of a Genius; Da Vinci – The Genius;
The Art of the Brick; The Titanic Exhibition and
The Human Bodies Exhibition, these venues
understand the draw behind it. Addressing a wide
spectrum of subjects such as the arts, sciences and
history, travelling exhibits have an educational and
curious appeal to the human psyche – capturing
the imagination.
The tough part was creating an unforgettable story for the
launch. But once that was out of the way, the story evolved
into a concept about transporting guests through space to
experience the rare phenomenon of a solar eclipse. As guests
watched the moon veil the Sun, the BMW 6 series Gran Coupé
would be dramatically unveiled from the shadows before a fulllength video projection of the solar eclipse. But, if you thought
the projection wall was built — you guessed wrong.
This special effect was achieved by applying a thin film
onto the surface of a glass window with a projector placed
behind. In fact, the only build for the entire launch was an
art installation; a “transportation device” running the length of
the ceiling, made from a thin layer of hand-crumpled paper.
The effect of the lighted AV projection on the installation was
suspenseful as luminescent lights danced down its textured
surface; cutting through the darkness and making guests feel
as if they were really moving through space. Instead of building
physical structures, live music was chosen to enhance the
‘phenomenal’ ambience.
BUILD LESS TO
SAVE MORE
A new environmentally-friendly take on how
designing more means building less
Building less is also possible for tradeshow events like the
joint exhibition stand of Singapore’s Economic Development
Board (EDB) and JTC Corporation for the 2012 Singapore
International Water Week (SIWW) held at the Sands Expo &
Convention Centre, Marina Bay Sands. The exhibit showcased
Singapore’s first eco-business park that emphasized maximum
preservation of the surrounding natural environment and
biodiversity. This time, the goal was to create a functional
space with minimal build and lighting that would highlight
five key graphic panels.
Organisers and producers such as Grande
Exhibitions and Imagine Exhibitions are keenly
aware of these factors, and often endeavour to
create interactive exhibitions to engage target
audiences. From interactive media to photo
booths and tactile displays complete with
realistic soundscapes, travelling exhibitions are
fast-becoming an important pillar for museums
that wish to provide fresh interpretations
or more complete stories to attract new audiences.
Bringing the world to us, the rising trend
of travelling exhibitions globally introduces
renewal of information and experiences
by offering new platforms for audiences to
experience things first-hand.
Featuring a light ceiling structure with only five free-standing
graphic panels supporting the entire stand, the ceiling’s
unique design allowed natural light to shine through, reducing
the need for high energy-consuming spotlights. The EDB-JTC
exhibition stand was accorded 1st runner-up for the SIWW’s
‘Best Booth Award’ under Category B (24sqm to 95sqm).
Who would have thought less actually means more?
Through Imagine Exhibitions, we have helped
build The Human Bodies and Titanic exhibitions
in Macau, and also presented the most
comprehensive exploration of Leonardo da Vinci’s
work ever created with Da Vinci – the Genius at
The Venetian in Las Vegas.
3
30
31
FEATURES
FEATURES
1
If saving the environment is the end-goal, the journey would be
a whole lot easier if we began by building less in the first place.
We took a forward-looking backward approach and sought to
cut down the extras from the start. By cultivating a “Build Less,
Save More” green philosophy for our recent project: BMW’s
6 Series Gran Coupé Launch at Singapore’s Glass House at
Sentosa Cove.
C
APPLAUSE
ISSUE N°1
As climate change continues to threaten the very habitat we live in, nations are rallying together to build a sustainable environment for
future generations. One such avenue to showcase this move is the expositions organised by the BIE (Bureau International des Expositions or
International Exhibitions Bureau). Following World Expo Shanghai 2010, Expo 2012 is an international exposition leading up to the next World
Expo in 2015. International Expositions are usually smaller in scale and organised every two years, while World Expos occur every five years.
Both categories of expos address themes of universal concern like sustainable development with the aim of fostering world-wide dialogues and
initiatives while raising public awareness.
FEATURES
C
Country pavilions like Russia’s and Norway’s showcased
a stunning Ice Tunnel with a 360 degree multi-projection,
and a Voyage Zone with a wide screen wall as the
command centre of a spaceship respectively. Russia
highlighted the strengths of their marine industry,
especially Arctic exploration, while Norway promoted
their bustling coastline. Acting as a platform to engage the
international community on conservation efforts for oceans
and coasts, the Expo emphasised the potential of oceans
to resolve global challenges involving resources, food and
the environment. Visitors were awed by the vibrant oceanic
and marine life displays of the various country pavilions, yet
reminded of the stark reality behind the Earth’s depleting
resources if conservation efforts cease.
FEATURES
EMBRACING
ECOLOGY
AT EXPO
2012
YEOSU
KOREA
Expo 2012 was the most recent, held in the port city of
Yeosu, South Korea from 12 May till 12 August 2012. Two
years after World Expo Shanghai’s theme of “Better City,
Better Life”, Yeosu continues the thread of environmental
themes with “The Living Ocean and Coast: Diversity of
Resources and Sustainable Activities”. Occupying 25
hectares of urban coastline, Yeosu hosted a total of 104
participating countries and 8.2 million visitors. Noteworthy
buildings on site include the Korean Pavilion, the Theme
Pavilion, the Sky Tower, and the Aquarium.
Doosan Heavy Industries echoed this reality with statistics
on water shortage and their desalination solution. Housed
within the Ocean and Coast Best Practice Area (OCBPA)
of Korea’s first offshore “Theme Pavilion”, Doosan’s stand
integrates multimedia and a 3D glass cube centrepiece with
glossy metal ‘ocean waves’ suspended from the ceiling.
C
“Kingsmen has been a reliable partner for over 6 years
and we trust them with this important project. As this
expo is different from regular exhibitions because it’s
both B2B and B2C, Kingsmen focused on emphasising
the benefits of Doosan’s technology with minimal
technological jargon to touch the hearts of visitors.”
— DOOSAN HEAVY INDUSTRIES
NAME
WEATHER
SIGHTS & SOUNDS
Yeosu was the name given
in the 16th year of King
Seong (538 A.D) who
was the king of Baekje
Kingdom.
Thanks to the sea wind
and warm current, Yeosu
has cool summers and
mild winters. Its oceanic
climate also brings Yeosu
relatively longer springs
and autumns compared
to other regions.
Yeosu has a history linked
with naval warfare,
tracing back to the time
of the Great Admiral Yi
Sun Shin who’s invention,
the Geobukseon (turtle
ship), defeated the
Japanese navy. In the
harbor today, you can see
full-size models of one of
these turtle ships.
After Expo 2012 raised the bar for smaller international
expositions, all eyes are now on the upcoming World Expo
Milano which will take place from 1 May till 31 October 2015
and feature the theme – “Feeding the Planet, Energy for Life”
Photo credit: Cesarexpo
32
33
APPLAUSE
ISSUE N°1
22ND REGIONAL DIRECTORS CONFERENCE
Sydney
KINGSMEN AT 15TH ASIAN ATTRACTIONS EXPO
Hong Kong
Building on the theme, “Market Leadership…staying ahead of
the curve”, the second chapter of the biannual 22nd Regional
Directors Conference was held from 26 to 28 July 2012 at
the Hilton Sydney Hotel in Australia. The conference explored
important topics like mentorship, succession & expansion
plans, and continuous learning amongst others.
Kingsmen participated in the 15th Asian Attractions Expo,
held at the Hong Kong Convention and Exhibition Centre
from 5-8 June 2012. The group showcased its strengths
in thematic works at their striking 870-square-foot stand,
which featured intricately-detailed props such as a tree
trunk, brick wall, and wooden medieval door that attracted
tradeshow visitors.
CONTINUOUS LEARNING & DEVELOPMENT
AT WORK & PLAY
KINGSMEN CULINARY TEAM CHALLENGES
Singapore
For the first time, Kingsmen organised its very own version
of Master Chef and Iron Chef. From preparing a healthy
breakfast to fruit sculpting and an epic finale challenge with
a twist, four teams battled it out to clinch the top spot. In
Kingsmen’s “kitchen stadium”, teams raced against time to
“buy” their ingredients at four stations and prepare a 3-course
dinner – comprising an appetizer, main course and dessert.
Overall, the Exhibits and Corp Office/Enviro/Ooh-Media/
i-Promo Divisions were announced joint champions.
A group of directors from our regional offices and HQ
gathered at Kingsmen Creative Centre on 3 & 4 August
2012 for the Management Thinking Workshop. Conducted
by Dr. Lynda Wee from Bootstrap, the workshop was held
to better equip our 2nd echelon leaders with skills and
knowledge to identify, plan and lead the short & long-term
needs of Kingsmen and our people.
H
A
P
D
P
E
N
I
N
WALK WITH DIABETES 2012
Singapore
On 3 November 2012, Kingsmen Malaysia celebrated 30
years in the business at Saloma Bistro on Jalan Ampang in
Kuala Lumpur. With the theme of My 30th, Your Triumph,
Our Twinkle, all staff dressed up for a night of revelry which
included performances, awards segment, a lucky draw and
fireworks display.
Kingsmen was the official event & sponsorship partner for
Walk with Diabetes 2012; sponsoring US$123,000 worth of
airtime on its Orchard Building and Wilkie Edge LED screens,
and providing events management services to promote the
cause. Organised by TOUCH Diabetes Support, the 5 km
walk helped to raise public awareness about diabetes and
how it impacts lives. The walk was held at the Promontory @
Marina Bay on 25 August, where participants formed a big
blue circle before commencing the walk.
KINGSMEN GIVES BACK
KINGSMEN KOREA’S SPIRIT OF VOLUNTEERISM BURNS BRIGHT
South korea
Since 2009, Kingsmen Korea has reached out to the elderly
in their community by distributing coal in Gu Ryong Village
and making kimchi. On 1 December 2012, their staff
gathered at the Dongwon F&B Factory to volunteer their
best attempts at “gim jang” (making kimchi), ensuring that
the elderly had meals complemented by the famous Korean
delicacy during the cold season. In support of the cause,
Love Coal, they also sponsored and distributed coal to the
elderly living in the village.
Celebrating a remarkable journey, Kingsmen Vietnam
commemorated their 20th anniversary on 23 November
2012 at the Intercontinental Hotel Asiana Saigon in Ho Chi
Minh City, Vietnam. Guest-of-Honour, Mr. Pong Kok Tian,
from the Singapore Consulate graced the occasion and
popular local artistes were invited to perform for guests. The
evening concluded with the long service awards presentation
and a Gangnam style dance performance by all staff.
34
S
KINGSMEN MALAYSIA’S 30TH ANNIVERSARY
Kuala Lumpur
CELEBRATING MILESTONES
KINGSMEN VIETNAM’S 20TH ANNIVERSARY
Ho Chi Minh City
G
35
COMMUNIQUÉ
COMMUNIQUÉ
MANAGEMENT THINKING WORKSHOP
Singapore
D
Kingsmen’s Executive Chairman, Mr Benedict Soh, was
accorded the Lifetime Achievement for Outstanding
Contribution to Tourism by the Singapore Tourism Board in
October 2012. Presented by the President of Singapore, Dr
Tony Tan Keng Yam, Ben was recognised for his efforts in
raising the level of professionalism and standards in the retail
and Meetings, Incentives, Conventions and Exhibitions (MICE)
industry in Singapore after more than 40 years in the business.
Applause has a brief chat with Ben about this significant
accolade, his view of Asia’s MICE industry, and Kingsmen.
UP CLOSE WITH BEN
HOW DO YOU FEEL ABOUT THIS SPECIAL RECOGNITION
FROM THE SINGAPORE TOURISM BOARD?
The award is a celebration of every individual
member of Kingsmen in our conscious efforts
to provide outstanding services for our clients.
I trust that this recognition will spur everyone
at Kingsmen to continue delivering excellent
service and good value to our clients.
MANY HAVE TALKED ABOUT ASIA BEING THE
EPICENTRE FOR THE MICE INDUSTRY IN RECENT
YEARS. WHAT TRENDS HAVE YOU NOTICED AND WHICH
NEW MEDIA OR PLATFORMS WOULD ENHANCE THE
EXPERIENCE OF ASIA’S MICE INDUSTRY?
Today’s information technology provides
greater interconnectivity and access to vast
amounts of information exchanged digitally
through various channels. This has led to
changes in the way the public receives
information and gets entertainment feeds in
their homes/offices through the Internet and
cable TV channels.
The MICE industry has also been going through
changes itself. Events are now more targeted
at the different demographic segments and
interest groups, with added emphasis on
content capture and distribution. Asia’s MICE
industry players are also embracing the use
of technology to promote their events and
provide platforms where visitors will enjoy the
event experience. This ensures the long-term
success of any event that they stage.
For instance, face-to-face engagement is now
augmented with more interactivity through
customised mobile apps and social media; thus
allowing guests to share event information,
photos, and locations with their social
networks. Such new media and platforms offer
exhibitors and event organisers greater means
of reaching their target audience.
LOOKING AHEAD, WHERE DO YOU SEE KINGSMEN 5
YEARS FROM NOW?
We will be at the forefront of change,
assisting clients in their integration with the
various new media available in the market,
and helping them stage successful events.
Our people will have to constantly devise and
implement innovative means of engagement
for our clients’ products & services with their
target audiences.
— ANTOINE DE SAINT-EXUPÉRY
37
COMMUNIQUÉ
Perfection is
achieved, not
when there is
nothing more to
add, but when
there is nothing
left to take away.
ISSUE N°1
D
KINGSMEN
ORIGINALS
ISSUE N°1
In the little nooks and crannies of
Kingsmen lie unique facets that
represent our people and culture.
Traversing multiple perspectives,
interests and ethnicities, these
snapshots are what we’re
all about. An insight into the
everyday, Kingsmen Originals
is our tongue-in-cheek way of
highlighting the little things in life.
D
38
COMMUNIQUÉ
COMMUNIQUÉ
APPLAUSE
D
39
ABOUT KINGSMEN
Established in 1976 and listed on the main board of the Singapore Exchange, Kingsmen is a leading communication
design and production group with offices in 18 major cities across Asia Pacific and the Middle East.
Through its strategic network of offices and worldwide associates, Kingsmen provides integrated communication
solutions covering a full range of services from ideation, research & design, consultancy, project management,
prototyping to fabrication, implementation & installation, logistics support and after sales services.
These seamless end-to-end solutions are offered to global clients across multiple sectors like exhibitions & events,
retail & corporate interiors, thematic and museums, and alternative marketing.
Building on its design-led, quality and service-driven culture, the Group’s dedicated and experienced professionals
have helped to establish a visible brand name synonymous with creative and innovative solutions.
Kingsmen – your partner of choice in Asia Pacific.
KINGSMEN’S NETWORK
SINGAPORE (HEADQUARTERS)
Kingsmen Creatives Ltd
Tel
(65) 688 000 88
Fax
(65) 688 000 38
info@kingsmen-int.com
www.kingsmen-int.com
CHINA, BEIJING
Kingsmen Beijing Co., Ltd.
Tel
(8610) 5208 9399
Fax
(8610) 5208 9300
kingsmen@kingsmen.com.cn
www.kingsmen-gc.com
Who says Humpty Dumpty
could not be put together again?
INDIA, NEW DELHI
Kingsmen Fairtech
International (P) Ltd
Tel
(9111) 4660 6100
Fax
(9111) 4660 6161
mailbox@kfi-india.com
www.kingsmenindia.in
INDONESIA, JAKARTA
PT Kingsmen Indonesia
Tel
(6221) 5439 6898
Fax
(6221) 5407 819
office@kingsmenindonesia.co.id
HONG KONG S.A.R, CHINA
Kingsmen Hong Kong Ltd.
Tel
(852) 2646 8828
Fax
(852) 2637 8100
kingsmen@kingsmen.com.hk
www.kingsmen-gc.com
JAPAN, TOKYO
Kingsmen Nikko Ltd
Tel
(813) 5365 2422
Fax
(813) 5365 2423
info@kingsmen.co.jp
www.kingsmen.co.jp
MACAU S.A.R, CHINA
Kingsmen Macao Ltd.
Tel
(852) 2646 8828
Fax
(852) 2637 8100
kingsmen@kingsmen.com.hk
www.kingsmen-gc.com
JAPAN, OSAKA
Kingsmen Nikko Ltd
Tel
(816) 4391 7538
Fax
(816) 4391 7539
info-osaka@kingsmen.co.jp
www.kingsmen.co.jp
SHANGHAI, CHINA
Kingsmen Shanghai Co., Ltd.
Tel
(8621) 5386 9000
Fax
(8621) 5386 9555
kingsmensh@kingsmen.com.cn
www.kingsmen-gc.com
MALAYSIA, KUALA LUMPUR
Kingsmen Sdn Bhd
Tel
(603) 9076 1010
Fax
(603) 9080 2990
kingsmen@kingsmen.com.my
SHENZHEN, CHINA
Kingsmen Shenzhen Co., Ltd.
Tel
(86) 755 8248 0848
Fax
(86) 755 8248 6116
kingsmen@kingsmen.com.hk
www.kingsmen-gc.com
SOUTH KOREA, SEOUL
Kingsmen Korea Ltd
Tel
(822) 2040 1114
Fax
(822) 2040 1115
info@kingsmen.co.kr
www.kingsmen.co.kr
SOUTH KOREA, BUSAN
Kingsmen Busan Ltd
Tel
(8251) 745 8567
Fax
(8251) 745 8700
info@kingsmen.co.kr
www.kingsmen.co.kr
TAIWAN, TAIPEI
Kingsmen Taiwan
(International) Co., Ltd.
Tel
(886) 2 2779 0279
Fax
(886) 2 2779 0278
kingsmen@kingsmen.com.tw
www.kingsmen-gc.com
THAILAND, BANGKOK
Kingsmen C.M.T.I. Co., Ltd.
Tel
(66) 2735 8000
Fax
(66) 2735 8484
kingsmen@kingsmen-cmti.com
www.kingsmen-cmti.com
VIETNAM, HO CHI MINH CITY
Kingsmen Vietnam Co., Ltd.
Tel
(848) 3810 7709
(848) 3810 7712-14
Fax
(848) 3810 7708
info@kingsmen.co.vn
VIETNAM, HANOI
Kingsmen Hanoi Office
Tel
(844) 3533 3355
(ext 6061-6064)
Fax
(844) 3537 8733
info@kingsmen.co.vn
U.A.E., DUBAI
Kingsmen Middle East LLC
Tel
(971) 4338 9340
Fax
(971) 4338 9341
info@kingsmen-me.com
www.kingsmen-me.com