2023 Custom Jewelry Display Cabinet Project for DIABOND Flagship Store in Singapore: Reshaping High-End Retail Experience Through Spatial Storytelling
2025-10-24
Project (Completion): November 20, 2024
Project Start: Q3 2023 (45 days of preparation, 7 days of on-site installation)
Size (M²): 120 M²
DIABOND planned to expand into the Singapore market and needed its flagship store to convey the brand tone of "understated luxury with delicate warmth." The original standard display cabinets failed to adapt to the lighting conditions (large floor-to-ceiling windows) of the street-front store and could not highlight the design highlights of its "vintage gem + modern metal" products. Thus, a customized display cabinet solution was urgently required.
Why Did DIABOND Need Custom Display Cabinets?
Before the project kickoff, the DIABOND team raised 3 core demands—common spatial challenges in high-end jewelry retail:
- Resolving the "Conflict Between Lighting and Jewelry Protection": The floor-to-ceiling windows of the Orchard Road store received direct strong sunlight from 10:00 to 16:00 daily. Ordinary display cabinet glass could not block UV rays, which would cause discoloration of colored gemstones (e.g., rubies, sapphires). However, fully blocking natural light would make the space dull and compromise the customer experience.
- Balancing "Limited Space and Display Needs": The 85㎡ store needed to display 86 jewelry pieces across 5 collections (including a 2m-tall display for limited-edition gem necklaces), while reserving space for customer try-on areas and traffic flow. Standard display cabinets with "fixed shelves + enclosed structures" wasted space and failed to highlight core products.
- Aligning with "Brand DNA and Regional Aesthetics": DIABOND’s brand logo features "marble texture + gold lines," so the display cabinet materials needed to be consistent with the brand’s visual identity. Meanwhile, Singaporean consumers prefer "simple yet sophisticated" designs and reject excessive ostentation, requiring a balance between "vintage and modern styles."
Customization Solution: Every Step Aligned with the Brand & Space, From Design to Implementation
With DIABOND’s brand DNA at the core and combined with the spatial characteristics of the Orchard Road store, we created a "three-type, three-material" customized display cabinet system. All details correspond to the project reference images (Images 1-4 show the flagship store main body, and Image 5 shows the subsequent pop-up store extension project):
1. Main Display Cabinets: Curved Island Cabinets (Corresponding to Images 1 & 3)
- Design Logic: To address the "spatial traffic flow" challenge, two sets of curved island cabinets (1.8m in diameter) were used instead of traditional square cabinets to avoid blocking customer movement with sharp corners. The cabinets are 1.2m tall—convenient for customers to reach for try-ons, and the combination of "low cabinets + wall-mounted cabinets" increases display capacity.
- Material Selection:
- Countertop: Carrara pink-veined marble from Italy (corresponding to Image 2), with texture consistent with DIABOND’s brand logo. It is sealed to resist stains from perfume and lotion.
- Frame: Aerospace-grade 6061 aluminum alloy (with matte gold coating)—lightweight yet strong, capable of supporting 50kg of jewelry (including display props) per cabinet.
- Glass: 6mm UV-resistant ultra-transparent glass (92% light transmittance, 99% UV blocking rate)—resolving the "lighting and protection" conflict. Customers can view gemstones through the glass without reflection interference (corresponding to the "floating" wall-mounted cabinets in Image 3).
- Functional Details: Warm LED light strips (3000K color temperature, dimmable) are embedded in the cabinets to highlight the diamond engagement ring collection, creating a harmony between the diamond’s brilliance and the marble’s luster.
2. Wall-Mounted Display Cabinets: Layered Transparent Cabinets (Corresponding to Images 1 & 4)
- Design Logic: Leveraging the store’s 3.5m ceiling height, 2.4m-tall wall-mounted cabinets were installed on both sides of the floor-to-ceiling windows to display limited-edition colored gemstone collections. The cabinets feature adjustable shelves (5-15cm spacing) to accommodate necklaces of different lengths.
- Brand Alignment: DIABOND’s metal logo (laser-engraved, matte gold) is embedded in the cabinet frames, matching the color of the island cabinet frames. The cabinet locks are hidden in the aluminum alloy frames (corresponding to the entrance cabinets in Image 4), ensuring security without compromising visual integrity.
3. Entrance Display Cabinets: Themed Window Cabinets (Corresponding to Image 4)
- Design Logic: As the "visual business card" of the street-front store, the window cabinets adopt a "semi-enclosed + scenario-based" design. A miniature "vintage gem workshop" scenario is built inside (equipped with DIABOND’s design sketches as props) to attract passersby. The glass uses electric dimming film—blocking strong light during the day and turning transparent when powered on at night to reveal the internal lighting effect.
Project Outcomes: Success in Both Data and Reputation
Since the opening of DIABOND’s Singapore flagship store in October 2023, the project has delivered results exceeding expectations:
- Foot Traffic & Conversion: In the first month, the average daily foot traffic reached 120 visitors (35% higher than other stores of the same size in the area), with a 42% try-on rate. Sales of high-end colored gemstone collections increased by 28% compared to DIABOND’s existing stores. Customers commented, "The display cabinets enhance the texture of the gemstones, making us willing to stay longer to learn about the design stories."
- Brand Recognition: DIABOND’s headquarters designated this store as a "benchmark flagship store in the Asia-Pacific region." In Q1 2024, they renewed cooperation and commissioned us to design cylindrical display cabinets for their pop-up store at Marina Bay, Singapore (corresponding to Image 5). The cabinets feature a matte blue coating + gold lines, meeting the pop-up store’s needs for "seasonality and high attractiveness." With assembly taking only 4 hours, they perfectly align with the timeline requirements of mall pop-up stores.
- Industry Recognition: The project was shortlisted for the "Best Jewelry Retail Space" at the ASEAN Retail Design Awards 2023. The core comment stated, "The display cabinets are not just display tools, but also spatial expressions of brand DNA."
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