Shop Singapore: The new Naiise Iconic features local brands, a gift bar, and customization services

Benita Lee

Brick-and-mortar shopping is dead, they said. But not when it comes to Naiise. One of the biggest multi-label lifestyle retailer names in Singapore, the brand has just opened a massive new two-story store at Jewel Changi Airport, shining a spotlight on homegrown brands with all sorts of complementary experiences to ensure you spend more than just a few minutes browsing through its wares.

Photo: Naiise

Scale-shaped designs, inspired by the Merlion and made from locally-sourced fallen rain trees, add a pop of color to its white storefront. And the moment you step in to the space, you’re almost overwhelmed by everything it has to offer, from apparel and accessories to food and homeware to beauty and skincare across more than 140 Singaporean brands.

A mural designed by Jacqueline Goh and Natalie Kwee of 8eyedspud. Photo: Naiise

New to Naiise, The Pantry is a grab-and-go cafe space for shoppers to get a bite to eat with local names such as Nuude by Udders, Joe & Dough, Bettr Barista, Doki Doki, and Fossa Chocolate offering cakes, ice cream, coffees, and more.

The Tea Bar and Pantry. Photo: Naiise

Next door, the Tea Bar is operated by Teapasar, a platform that helps you deduce your preferred flavor profile and recommends you brews best suited to your taste.

Customizable notebooks by ana tomy. Photo: Naiise

More customization services await at ana tomy’s space, where you can have notebooks tailor made to designs that you choose from its array of options, as well as the Gift Bar, which allows you to pick from over 100 wrappers, ribbons, flowers, and other accessories to dress up your present.

The Gift Bar. Photo: Naiise

The Mindful Company also has a spot for jewelry engraving services on its elegant bracelets, while beauty brand Alcheme lets you personalize its serums, moisturizers, and masks based on what your skin needs.

Plenty to browse through here. Photo: Naiise

That’s just the tip of the iceberg, too. Naiise is known for its love of quirky knick knacks with Singaporean flavor, and it delivers that in spades here.

Think illustrations and crafts inspired by local heritage, wacky games great for house parties, plushies and home decor items reminiscent of the country’s culinary scene, made-in-Singapore crafts, and loads more.

Photo: Naiise

On the second floor, shoppers will find a fashion and beauty mecca, with plenty of fragrances, candles, skincare labels, and racks of clothes in a space designed to make you feel like you’re in a walk-in wardrobe of your own.

The beauty area. Photo: Naiise

It’s decked out in warm woods — a far cry from the marble and gold elements of the beauty corner, with funky prints, sleek bags, and statement accessories on display. There’s a tiny kids’ section as well, if you’re looking for adorable apparel or fun toys for little ones.

The “walk-in wardrobe.” Photo: Naiise

To keep the creativity going, Naiise has teamed up with Stuck Design to introduce The Launchpad, a platform that lets the public contribute feedback and ideas to the product creation process of students and designers.

All you have to do is answer a few quick questions on the concept presented. The workshop space will also host regular talks and dialogue sessions for creators to come together, bounce ideas off one another, and get involved in collaborations.

The Launchpad. Photo: Naiise

If you’re feeling like it’s all a tad too much to take in, hop on the Naiise Iconic app, which you can access on the in-store tablets. Simply scan the QR code of a product, and more details will pop up, along with similar suggestions that you can add to a virtual wish list and email to yourself for further consideration before making a purchase.

The Naiise Iconic app. Photo: Naiise

Even though Jewel’s got a myriad of shopping options, Naiise Iconic stands out among the mass market crowd for its dedication to local makers. It’s just one of those stores that you can visit time and again, always leaving with something new and cool.


Naiise Iconic is at #02-205/206 Jewel Changi Airport, 78 Airport Blvd.
Daily 10am-10pm.
MRT: Changi Airport

This article, Shop Singapore: The new Naiise Iconic features local brands, a gift bar, and customization services, originally appeared on Coconuts, Asia's leading alternative media company. Want more Coconuts? Sign up for our newsletters!