Multi-disciplinary studio A Common Thread creates an experiential sunlit haven of luxury that pay homage to the jeweller’s legacy.
15 August, 2022
B.P. de Silva Jewellers is a name recognisable as one of Singapore’s first luxury labels. The brand is now into its 150th year since its founder, Balage Porolis de Silva, a Sri Lankan merchant, opened a jewellery shop along Singapore’s High Street in 1872. One of Singapore’s oldest family-run businesses, B.P. de Silva is now helmed by the fifth-generation owners of the company.
It is this legacy that multi-disciplinary design studio, A Common Thread, has been entrusted with when conceptualising the design of B.P. de Silva’s flagship boutique at Dempsey Hill. Intending to create a contemporary home for the brand’s 150-year-old legacy and take it to the future, B.P. de Silva envisioned a space that mirrors a customer’s journey and allows them to experience brand touch points with ease and style.
“A key insight for us was that from start to finish, customers typically visit three to four times during the B.P. de Silva creative process and purchase experience, and we wanted to make each visit feel like a ‘new’ experience. As such, we created four subtle and unique areas within the space which customers sequentially experience as part of their brand journey – much like chapters in a story,” says Alexandra Beggs, Founder and Creative Director of A Common Thread.
A key aspect of A Common Thread’s work is that the brand experience comes first, followed by aesthetics and interior design. A Common Thread conceptualised four areas within the boutique: the Living Room, the Open Larder, the Drawing Room and the Private Courtyard. These areas allow customers to experience the brand sequentially as they move through the space while enjoying an intimate, emotional and comfortable setting.
Residential design elements with neutral palettes and custom lighting that play up the architectural features of the barracks create a calming feeling of home. Arches imbue a regal air to the pitched ceiling of the interiors. Sunlight filtering into the space via arched windows allows customers to experience the beauty of the pieces in natural light. The lush green foliage of the quaint surroundings brings one to a different time.
Luxury touches such as antique mirror panelling, bespoke millwork, engraved stonework and debossed door handles communicate the upscale brand experience. The Love & Engagement Corner is a dedicated space for those who want to explore keepsakes of love.
Tea is part of the signature experience of B.P. de Silva, and customers at the boutique can enjoy tea while they explore the jewellery. The overall atmosphere is one of comfort, perfect for sharing stories of personal journeys while finding the pieces to commemorate life’s moments.
“While the design still has plenty of luxury touches, they come across as subtle discoveries rather than overtly formal statements that one might expect,” says Beggs. “Ultimately, the space ends up feeling like you’re in the home of a very stylish good friend, who just happens to be designing you a custom piece of jewellery, while you chat about good times over warm tea!”
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