Singtel Jurong Point

Jurong Point is one of Singtel’s larger experiential stores and represents the Large format within the wider store rollout programme. Its footprint accommodates almost the complete component set, including more than ten serving counters, trade-in counters, a business zone, partnership zone, experience zone and 5G+ priority lounge, alongside the wallbays, central tables and accessories used throughout the network.

The store brings Singtel’s most extensive mix of retail, service and experience functions into one environment. Its zoning needed to give each activity a clear place within the customer journey, while maintaining the same component relationships and planning logic used across the wider store hierarchy.

Greater Group developed the store through concept design and design documentation, organising the plan around three primary customer behaviours: browse and try, purchase, and access service or support. Product zones, serving counters, specialist services and experience areas are positioned as a clear sequence through the tenancy, with the mobile concierge and environmental graphics helping customers identify the appropriate destination from arrival.

Jurong Point demonstrates the rollout system at its greatest depth. The modular fixture vocabulary and zoning principles used here also operate across the smaller store tiers, with fixture quantities and specialist zones scaled according to footprint and service requirement. The store has continued to evolve through the New Singtel Rollout Program, GXS business banking integration, seasonal installations and ongoing visual merchandising updates.

Jurong Point brings the breadth of Singtel’s retail offer together within one of the network’s larger formats, accommodating high service volumes alongside product discovery, consultation, partnerships and specialist customer experiences.

Within the wider rollout programme, the store shows how the shared retail framework performs at the upper end of the hierarchy. The same fixture vocabulary, zoning principles and customer journey extend across the other store tiers, giving Singtel a consistent structure that can scale from compact locations through to full experiential stores.