Tiger Street Lab expands brand from beer to fashion and food
Tiger creates experiential space
Tiger Beer has unveiled Tiger Street Lab at Singapore’s Jewel Changi – billed as the brand’s first global experiential concept store.
Tiger Street Lab expands the brand beyond beverages into food, fashion and design, in an ‘open-air’ space overlooking the world’s tallest indoor waterfall at the heart of the new shopping centre.
“As a brand born and brewed in Singapore, we are excited to debut the Tiger Street Lab concept at Jewel, which we believe is set to become the next Singapore icon,” said Faye Wee, marketing director at Asia Pacific Breweries Singapore.
“Jewel will be a place where Singapore meets the world and the world will meet Singapore, and we are proud to be one of the local brands that will fly Singapore’s flag high. With Tiger Street Lab, we have created an experience that represents Singapore that locals can be proud of on an international stage, leaving it up to Singapore talents to decide what that should look like,” she said.
The Tiger Street Lab menu was created in collaboration with local music and F&B group, Timbre and Zi Char mainstay, Keng Eng Kee (KEK) Seafood.
In addition to the beer and food, visitors can get creative at Tiger Street Lab.
Featuring interactive touchscreens powered by digital print innovation, customers can select a series of unconventional designs exclusive to Tiger Street Lab to personalise their own beer bottle labels. The customisation station is equipped with on-the-spot printing, enabling visitors to make their picks an instant reality.
The overall experience will be complemented by contemporary local designs featuring the iconic tiger motif. Recruited via Tiger Beer’s Roar Collective platform, emerging local artists Cyntherea Tan, Esther Goh, Chris Chai, and creative studio Tell Your Children, created artwork to provide an inspirational ambience at the Tiger Street Lab.
Tiger Street Lab is open daily from 9am to 3am.