– Note: This is a pure reproduction of the press information I received and is purely for sharing / informational purposes. –
American beauty brand, Fresh proudly unveiled its first freestanding boutique in Southeast Asia at ION Orchard on 4 March 2015. Featuring design elements such as a custom glass bubble chandelier, mosaic tile floor, Crème Ancienne corner, and various interactive areas, the Singapore boutique showcases the retail concept the brand first debuted at its New York City flagship store. All design elements stem from Fresh founders Lev Glazman and Alina’s Roytberg’s vision of elevating the retail environment for guests to not only shop Fresh, but to experience it.
It was a heart-warming and lively evening with an attendance of more than 200 guests made up of trendsetters, personalities, media, partners and beauty aficionados, including Rosalyn Lee, Sonia Chew, Claire Jedrek, Divian Nair, Tabitha Nauser, Jaymee Ong, Teh May Wan, Maddy Barber, Anita Kapoor, Rosalind Pho, Sonya Davison, and Chew Soowei.
The event commenced as guests were warmly welcomed with vibrant opening addresses by Nicolas De Klebnikoff, Asia Managing Director of Fresh, and Chris Chong, Chief Executive Officer of ION Orchard. Both were joined by Jacques Gouallou, Managing Director of L Beauty Pte Ltd, Hugues Dusseaux, Executive Vice President of Parfums Christian Dior, and Patrick Chong, Chief Executive Officer of Luxasia, in officiating the opening of the boutique in a ribbon-cutting ceremony. For an auspicious start, attendees were also treated to a lively lion-dance performance.
Guests were also given a tour of the various interactive areas in the store, where they sampled products from popular ranges such as the Rose, Black Tea, Sugar, Crème Ancienne and Fresh Life collections, amongst others. An interactive photobooth lined with fresh pink rose petals and an exciting spin-the-wheel contest kept guests entertained throughout the evening, while they mingled over canapés, champagne and refreshing rose and lychee popsicles.
The 710-square-foot boutique is now open at ION Orchard, B3-46.