From its flagship concept store, the Beyond The Vines Design Store at Ngee Ann City, to a curated BTV Design Post at ION Orchard, The Good Folks led the publicity efforts for its rebranding and launch activities.
Established in 2015 by Singaporean husband-and-wife duo Daniel Chew and Rebecca Ting, Beyond The Vines is a contemporary brand founded on the belief that good design should be accessible to all. The label embraces minimalistic design sensibilities with a refined approach drawing from a philosophy inspired by duality – to create boldly, and to design simply. In 2020, Beyond The Vines journeyed into a world beyond and embarked on a rebranding exercise as it transitioned from a sole ready-to-wear women’s label into a design studio.
Beyond The Vines unveiled its new identity through an expansive 2,216 sq-ft concept store at Ngee Ann City. A tactile coming together of the brand’s design philosophy, the Beyond The Vines Design Store is a true homage to all things well-designed. The retail space encourages self-discovery as the brand’s cult-favourite Dumplings Bags hang proud on The Bag Bar and are displayed intentionally for tactility and try-ons.
Building on the success of its new brand concept and store launch, Beyond The Vines unveiled its first BTV Design Post at ION Orchard in 2021. Artfully conceptualised as a “post office” where people from all walks of life, all strangers with a message, cross paths, meet and depart, the BTV Design Post showcases the brand’s collaborative projects and houses limited edition lifestyle products.
Working closely with Beyond The Vines for the launch of its new concept stores, as well as its various collaborations and capsule collections, The Good Folks helped build hype and drive desirability through extensive media walkthroughs as we hosted key media and influencers in-person for an immersive brand experience.
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