What has happened?

In a first for the brand, Tiger beer has opened a new global experiential concept store. ‘Tiger Street Lab’ is within a shopping Centre in Changi airport and overlooks the world’s tallest indoor waterfall. The street lab offers a truly Singaporean take on retail expanding beyond beer to food and fashion. The cornerstone of the experiential store is naturally, it’s beers, including exclusive seasonal brews like orchid infused lager. These beers are thoughtfully paired with a Tiger inspired menu built in collaboration with some of Singapore’s top chefs. That’s not all – the street lab have gone one step further and offer a personalisation station where you can personalise and take home your own bottle of Tiger beer and purchase an array of exclusive Tiger merchandise designed by local Singaporean artists.

The Media Store Take

In The Media Store’s 2019 trends we explored ‘e(xperiential) commerce’ where we have seen the shift from ‘engagement’ to ‘experience’ marketing. Tiger Beer’s street lab is a fantastic example of a physical store being revamped to ensure it is an inspiring, memorable and cultural experience – a must for the millennial and Gen X’s the brand are looking to engage.

Ali White