If you think that retail is overshadowed by online retail, check out the newly opened Avenue on 3 – a swanky 8,000 square feet multi-label luxury shoe and lifestyle concept store on the third level of Paragon Shopping Centre. Devoted to trendy footwear and accessories from established and coveted labels such as Aquazzura, Gianvito Rossi, Alaïa, René Caovilla, Loewe, and Giuseppe Zanotti, the space also provides a chic and comfortable venue at its Avenue on 3 restaurant for meetings, casual meetups, events and workshops.
The brainchild of FJ Benjamin Holdings, Douglas Benjamin, Group CEO of FJB, shared: “We had a lot of time during the Covid-19 lockdown to think of how we want to do things differently for our customers, how to make their shopping experience more exciting and experiential, and essentially, how we wanted to reimagine the business of F J Benjamin.”
Known to shake up the retail scene by bringing in new players to the retail market, Avenue on 3 by FJ Benjamin is unlike anything we have seen in the fashion and dining industries in a while. The new luxury retail concept is based on consumer change in preferences post covid as brick-and-mortar foot traffic returns. Besides its highly curated shoes which are a splendid mix of traditional craftsmanship and modern designs showcasing mules to heels to ballet flats and the ubiquitous sneakers, Avenue on 3 also houses accessories such as eyewear, handbags and jewellery from premium brands, which includes Linda Farrow eyewear, handbags from Valextra, Tom Ford, amongst others.
Besides its luxury retail arm, the multilabel concept store is flanked by artisanal Lebanese chocolatier Patchi, a 40-seater café and a bar that serves coffee during the day and champagne and caviar from late afternoon. Check out its menu is here. There is also a dedicated pop-up retail space to Bottega Venetta, giving male merchandise adequate retail space, which includes a number of products exclusive to the new retail space. Avenue on 3 will also be planning pop-up events to introduce something new regularly to jaded consumers. And if you are looking for an oasis in the middle of Orchard Road, Avenue on 3 is it. The brand houses suites for facials, blowouts, massages and manicures for customers to trial top-of-the-line skincare products, including Dr Barbara Sturm and MZ Skin.
Check out Avenue on 3’s smartphone app, which extends rewards to its member base.
Avenue on 3 is located on level 3, Paragon.