Beyond The Vines opened its brand-new design studio’s mint-green doors to the community today, ushering in a rebranding of the label that will allow it to focus on the creation of lifestyle goods and homeware, as well as its signature fashion label.
Established in 2015 by Singaporean husband-and-wife team Daniel Chew and Rebecca Ting, Beyond The Vines has long been a brand beloved for its exploration of fluid existence and the idea of humanity on the go. That essence has previously been distilled into every stitch of its ready-to-wear label for women, and will now be laced into the everyday objects that populate the design studio space. Celebrating differences while seeking common ground, the brand’s twofold emphasis on egalitarianism and accessibility feeds directly into its dual design ethos—create boldly, design simply.
The 2,216 square-foot concept store, located in Takashimaya Shopping Centre, was put together with a mind towards self-discovery. A massive blue, see-through polycarbonate structure (the “Blooth”) takes centre stage, working overtime as both a visual installation and retail counter. Come for the tactile style, stay for the ’80s music—the new store will be punctuated by the notes of soul music harkening back to yesteryear, an indelible opportunity to personally reflect on good times gone by and yet to come.
As they listen, guests can wander through a veritable design forest, where walls and boltless racks are laden with everything from pullovers, reversible bucket hats, stationery, AirPods cases and even camp stools and camp mugs, as well as the brand’s cult-favourite Dumpling Bags. A few steps further leads one into a world of sartorial elegance, as the store’s lifestyle shades give way to Beyond The Vines’ ready-to-wear fashion.
The move to open the studio space comes in conjunction with the significant expansion of the brand’s ready-to-wear collections. The new chapter of Beyond The Vines opens with In Plain Sight, a new collection for women and—for the first time ever—men.
Working in tandem with seven pairs of diverse, forward-thinking creatives to align form with function, Beyond The Vines’ In Plain Sight aims to continue to reflect effortless simplicity in every new item. Some of the personalities that Beyond The Vines collaborated with in working towards In Plain Sight include Yah-Leng Yu and Arthur Chin, founders of Foreign Policy Design Group, Charlie Lim and Jeanette Wee, a singer-songwriter and ceramicist, respectively, and Charmaine and Russell Seah, the founder of Elementary Co and a financial consultant, respectively. Drawing from all walks of life, in its new design studio Beyond The Vines has happened upon a singular approach to represent real stories, in order to resonate with real people.