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Tangs retailer helps Taff set up Zhuang retail pop-up
06
Oct '16
Textile and Fashion Federation Singapore (Taff) has collaborated with Tangs, a local retailer, to establish Zhuang - Home of Singapore Designers, a retail pop-up supported by the Singapore Tourism Board and Epson Singapore. It brings fashion, art and technology together by showcasing local brands using the innovative projection mapping technology.

Zhuang innovatively uses high brightness and ultra-short throw technology for projection mapping which turns an irregularly shaped object into a display surface. Multi-disciplinary artist Daryl Goh has created Installation Lucid, an art installation, and design incorporating projection mapping for the pop-up. As part of the art installation, a rotating collection of outfits by local designers is projected onto a mannequin showcase, which will be updated regularly.

Established for a duration of seven months, the pop-up is located at Tangs at Tang Plaza in Singapore until April 2017. New brands will constantly be introduced to shoppers, while selected brands will be retained throughout its run.

“We are excited to work with Tangs and Taff to showcase projection mapping at a retail mall in Singapore. Through this partnership, we hope to showcase the various possibilities of 3D projection mapping technology and how it can be used to create an immersive and experiential experience for viewers. The collaboration is also part of our efforts to contribute towards the retail scene and support local designers in Singapore,” said Tan May Lin, general manager (sales), Epson Singapore.

In its introductory phase, Zhuang is hosting Singaporean apparel brands like Frontrow by Klarra, Mash Up, Revasseur and Ying The Label. The pop-up also features a series of award-winning lifestyle brands like Supermama, Desinere and Hinika by Jarrod Lim among others.

“With the support of the Singapore Tourism Board, Taff is able to showcase Singapore designers prominently on Orchard Road, at Tangs, one of Singapore's most iconic department stores. Taff is proud to be on the forefront of bringing fashion and technology together,” said Lynette Lee, CEO, Taff. (KD)

Fibre2Fashion News Desk – India


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