Singapore`s Robinsons versus London`s Selfridges

When Robinsons opened its flagship store on Orchard Road last year, Singaporean media compared it to London`s Selfridges. So what are the similarities, and what are the differences?

Both super-stores offer a heady mix of calm and adventure, and stock a variety of high fashion names, ensuring the looks make a journey from catwalk to counter – and to your wardrobe - in no time. They also proudly display some brands of which they are exclusive stockists. Both stores are prominently positioned in the capitals` prime locations but – surprise, surprise….- are also within walking distance from retailers who are on the opposite end of the fashion scale; in Singapore, if you go towards Scotts Road, you will find Lucky Plaza, with its stock-piles of cheap and cheerful goodies. In London, walk only a few minutes towards Marble Arch, and you will come to `the king of fast fashion` - Primark.

The cosmetic halls look spookily alike in Robinsons and in Selfridges – the same white surfaces, high ceilings, and identical brands on offer, including a niche makes like Illamasqua – above at Robinsons…….

…..and similarly glossy interiors at Selfridges

If you are thirsty, champagne bars in both stores will entice you with moneyed calm, and coffee/tea houses will breathe energy into your mid-shopping slump.  
So what are the differences? Even though Robinsons` patrons take part in some events, like a mass yoga, Selfridges pushes the notion of shopping to extreme with its constant, and I mean it – constant, entertainment. There are always special events and happenings in the store, often several at any given time, and many are worldwide exclusive. Selfridges` fans, like myself, treat the venue equally like a shopping mecca and also..… theatre.   

From installing a quiet room with comfy beds a while ago, and offering respite to those with even the busiest of schedules ( mobile phones had to be left with a concierge before entering the room), to setting up a booth that captured your image, in order to build your very own figurine in 3D (mine turned out to be a replica of me!). From hosting hat-making workshops, to rare exhibitions of world-renown diamonds, meetings with famous authors like Jackie Collins, or organising photo-shoots in an iconic black cab – Selfridges delight its customers by pushing the boundaries and breathing a new life into shopping experience.

Right now, it is all about skateboards at Selfridges, with a selling exhibition of over 50 limited-edition decks.  Kenzo, Stella McCartney, Dries Van Noten, Rick Owens and other top designers created one-off skateboards, which are displayed in so- called The Board Room, situated on a ground floor. But that is just one part of the skaters-extravaganza. After buying your chosen deck, you can go next door to unused Selfridge hotel, to a skate park, to try it for real!