SINGAPORE, 15 May 2023 – CHARLES & KEITH unveils its refreshed boutique in Siam Square, featuring a new store concept and boasting the brand’s first ever circular LED wrapped column that sets the tone of the season and draws attention of passers-by.

Continuing the use of gradual curves and fluid lines in the store aesthetics, the new 155 square meter store has been reimagining with an intentional play on proportions. Fabricated elliptical curves and gently curved edges are carved out to bring about a sense of flow, drawing the eye around soft corners and effortless edges, and encouraging shoppers to explore the space. Typically used as an accent in the brand’s material palette, stainless steel is the focus of this store – reversing its role with warm limestone to create a contemporary statement.

The interior is wrapped with glass to introduce a sense of openness between the inside and outside. Keeping true to the brand’s minimalist aesthetic, merchandise is presented with a stripped back approach, providing clarity and a clear focus for the experimentation of personal style in the space. Customers are invited to have an unhurried and personal experience exploring the diverse product selection at the store and focus on experimenting with their own individual style while enjoying impeccable service at the concept store.

Discover the new store experience and shop CHARLES & KEITH’s new collections at the Siam Center store.