Beyond The Vines rebrands into a full-fledged design studio with a permanent menswear collection and lifestyle products
A world beyond
"The crux of it is to peel the layers off. It has a lot to do with humility and human relations. We wanted to put a brand out that had a personality and a soul," remarks Rebecca Ting, co-founder of Beyond The Vines.
Step past the freshly painted mint-green doors of Beyond The Vines' new concept store at Ngee Ann City, and get whirled away into a world of colour. Established in 2015, homegrown label Beyond The Vines, founded by husband-and-wife duo Daniel Chew and Rebecca Ting, was established with the belief of making good design accessible to all. Five years on, the brand has now rebranded from a women's ready-to-wear label into a full-fledged design studio. A vision that they've always wanted to pursue since their entry into the retail scene with RTW.
On the new direction, Ting says: "The thing with the old identity, I felt that we unconsciously or consciously created a lot of barriers between us and the customer. People appreciated the look and feel of it, but they kept us at arm's length. If I see the product, I buy it. It was very transactional. With the rebrand, everything from how anyone receives their BTV parcels or our copy on socials is unpretentious, it's made to feel that someone is talking to you."
Espousing its signature modern minimalistic concept, the renewed vision at Beyond The Vines sees the brand adopting an ambivalent philosophy: to create boldly, and to design simply. The new start at Beyond The Vines includes the label adding a permanent menswear line to its new ready-to-wear collection. Ting has also created pieces that are meant to be ageless and not bounded to any specific age group.
To herald its fresh concept, the brand unveiled a new design store situated in the heart of our city. A physical representation of their new ideology, the 2,216 square-foot store features colourful elements from both the brand's apparels and functional furniture. What was once cast aside, such as boltless racks, have been given a new life by the brand via repurposing. The space, which speaks for the brand's utilitarian nature, serves more than a simple retail outlet by incentivising its customers to self-discover the area.
Tread into the concept store and one will find products, ranging from apparels such as pullovers and reversible bucket hats to wares like AirPods cases and camp chairs, proudly placed on display throughout the space. A Bag Bar, exhibiting the brand's cult-favourite Dumpling Bags, is on display for customers to appraise before purchasing. Journey further in and you'll set your sights on the brand's signature ready-to-wear garments, which includes the new menswear line. As you shop, the experience is augmented even further with the brand's curated playlist that's stacked with '80s soul music — a rather befitting reminder of good things past and good things to come.
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