Located amidst an affluent neighbourhood in Singapore, Tools of the Trade (ToTT) is a ‘kitchen wonderland’, conceptualized to inspire people with different levels of culinary expertise to cook, bake and host. Grace Tan, Store and Marketing Manager ToTT and Joachim Kok, Design Manager, Kingsmen Design Private Limited detail out the rationale, objective and strategy behind the store’s concept and design.
From iron fry pans and crystal glasses to mop buckets and storage containers, the store caters to “the novice, looking to dabble in the kitchen; the enthusiast who bakes or cooks regularly; and the home-owner who throws the best parties”, says Grace. Harnessing the powerful theory of Experiential Retailing, the 25,000-square-foot space not only offers a large array of culinary products, but also includes a fully-equipped hands-on cooking studio, a state-of-the-art demonstration studio, Bake&Go corner, children’s play area, bistro and a gourmet food store. “The store’s design strategy includes tips, tricks and educational information on the products we sell,” says Grace. The overall design, to make ToTT’s core products, services and amenities very visible to customers as they walk into the store, was achieved by effective space planning of the various sections. “Since the store offers a wide range of merchandise in small sizes like cutleries, we created a big ‘box’ at the centre of the store to demarcate the different sections. All wall units are labeled with the product category and other product information, allowing customers to find and access products easily,” explains Joachim. He adds that, “The main objective was to excite the customers,” and this was achieved by creating experiential zones at different areas within the store. The layout of the store is L-shaped with two entrance walkways created to draw customers into the inner sections of the store. The store’s main entrance is flanked with a huge window display settings on the right and a state-ofthe art cooking studio on the left. Front-ofhouse products like dinnerware and chafers
The Bake & Go corner