Walk past the rows of perfume shops and travel agencies at Golden Landmark and you’ll find a square little glass box glowing like a retro time capsule. Welcome to Catalog—“your one-stop retro-office themed knick-knack dispensary”, as co-founders Diana Yeo and Lee Wenxin affectionately call it. This unique venture is one of Singapore’s rare themed concept stores, standing out in the city’s retail landscape because, as Yeo and Lee assert, they “hope to break the mould and inject some freshness into Singapore’s retail landscape by pushing the envelope on what a shopping experience can be”.
Catalog flips the script on what design retail in Singapore can look like. It’s an intentional departure from the norm, transforming the familiar setting of an office into something unexpected. “Most of us spend a huge chunk of our adult lives in offices,” the founders explain, “so when we were brainstorming the concept for Catalog, we thought—what if we turned that on its head? To take a space typically associated with seriousness and structure and turn it into a sort of playground where you could let loose and have a bit of fun.” This playful ethos extends to their customers, encouraging them to “take a moment to see the world from a different perspective now and then—and don’t take yourself too seriously”.
Stocked with indie gems, zines, offbeat lifestyle goods and enough tongue-in-cheek signage to make any stationery fan swoon, the store is a treasure trove. “The independent brands we showcase are like hidden treasures, often overshadowed by big brands that dominate Singapore’s glossy malls. Talent doesn’t always get the recognition it deserves unless it’s given space to shine.” It’s a place where customers can feel like they’ve “struck gold” by connecting with unique finds from independent local and regional designers.
“We hope Catalog becomes a springboard for designers and creatives across Southeast Asia”
But don’t be fooled by the pastel push pins and ironic office tags. The space is, at its heart, an intentional platform. Yeo sees it as “an experimental safe space—somewhere creators and artists can test their style, design and ideas”. This commitment means it’s more than just a shop. “To us, Catalog is a launchpad for creatives in a few key ways,” the duo shares.
This experiential approach also playfully pokes fun at traditional ideas of corporate success. Lee shares: “In Singapore, success often feels like it comes in a single, cookie-cutter form that prioritises stability and a linear career path. It’s a system that doesn’t always leave room for unconventional choices or detours. With Catalog, we wanted to send a different message: that it’s okay to let loose, have fun and not hold yourself hostage to a five-year plan.”
Ultimately, Catalog champions a different kind of success. “We value experimentation over just the final outcome,” the founders emphasise. “To us, a designer who keeps trying, learning and pushing forward already has a winning mindset—and that in itself is success.” Their grand vision? “We hope Catalog becomes a springboard for designers and creatives across Southeast Asia—a trusted, safe space where they can grow and showcase their brands.”
Vogue Singapore’s June ‘Gold’ issue is now out on newsstands and available to preorder online.
