Singaporean brands are crafting spaces that nurture creativity and community, and transforming stores into something much more. In our ‘Crafting Community’ series, GRAZIA Singapore takes a look at the special spaces and experiences that have popped up in 2024.
As it approaches its 10th anniversary, fashion and lifestyle brand Beyond The Vines has opened its flagship store—and its largest one yet—at New Bahru. The opening party of the Beyond The Vines Design House in November was a vibrant affair, crowded with guests of all ages, and from all walks of life. A special reward was given to guests who completed the “BTV Treasure Hunt”, which included the task of finding Beyond The Vines founders, Daniel Chew and Rebecca Ting. The experience allowed guests to fully explore the store, which resembled a funhouse with its mirrored surfaces, striking shapes, and bold colours that appear on the brand’s fun products. Ahead, Ting tells us why creating a space for play is serious business for Beyond The Vines.
Beyond The Vines stores are never just retail spaces; there is always an interactive, or even playful, element to them. Why do you think that’s important?
Rebecca Ting (RT): For us, design is about more than just aesthetics—it’s about creating moments of joy. We believe playful design is not just for play, and our stores reflect that ethos by adding a sense of whimsy to the shopping experience. We want everyone who steps into our spaces to feel inspired, like they’ve stumbled into something special. It’s about tapping into that inner child, bringing a little magic to the everyday, and making the brand accessible to all.
What made New Bahru the right location for the Beyond The Vines Design House?
RT: As a homegrown design studio, it felt natural to anchor ourselves in a space like New Bahru, which celebrates the spirit of local creativity. Their team honours heritage while championing innovation—a vision that resonated deeply with us. New Bahru provided the ideal platform to position Beyond The Vines at the forefront of the design scene, contributing to a larger narrative of design and community here in Singapore.
What is the concept of the Beyond The Vines Design House? How does it differ from the brand’s other stores?
RT: The Beyond The Vines Design House is a space where we’ve let our imagination run wild. First introduced in Bangkok earlier this year, this concept store showcases new textures, materials, and interactive elements to create a truly immersive experience. The store balances refined elegance and the evergreen playfulness of Beyond The Vines, creating a retail space that both inspires and delights. The store also debuts a customisation range unique to the Design House, which features individual lettered BTV Key Tags designed in- house. Customers can add a personal touch to their bags, making every piece uniquely theirs.
How does the Beyond The Vines Design House cater to children?
RT: Children are a growing part of the Beyond The Vines community. Following increasing demand from parents within our community who wish to deck their kids in matching BTV outfits, we saw a greater need to integrate their youthful energy into our product offerings and retail spaces alike. With the Beyond The Vines Design House at New Bahru, we wanted children to feel like it was their space too. With a dedicated BTV Kids section, an immersive tunnel, mouseholes and other whimsical sections to discover, every detail is about encouraging their imagination and making sure they feel right at home.
How would you describe the people that form the Beyond The Vines community?
RT: Our community is a vibrant mix of playful and bold individuals who gravitate towards design that is both fun and functional. They’re creative, unafraid to stand out, and find joy in the little details that brighten up their day. What binds them together is their shared appreciation for thoughtful design—whether it’s in the products they choose or the way they engage with the campaigns we create. Together, we celebrate creativity and a life that is less ordinary.
This story originally appeared in the Dec/Jan 2025 issue of GRAZIA Singapore.
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