Pan­tas­tic!

VM&RD - - INTERNATIONAL DESIGN -

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

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