Singtel Store Revamp

Singtel has been a client of ours since 2011. When the telecommunications giant overhauled its retail identity in 2015, shifting its brand proposition from technology provider to lifestyle service company, we were brought in to design and build the digital layer of the new store experience across Singapore.

The centrepiece of the revamped store was a three-metre storytelling tunnel at the entrance: floor-to-ceiling screens playing video content showing how real people and brands use communications technology in their daily lives. The brief was clear: make connectivity feel personal before a customer even reaches the counter.

Inside, an integrated kiosk system handled two jobs at once. Automated queuing software logged customer arrivals and freed them to explore the store. The same kiosks issued barcoded tickets that visitors could use to register interest in products anywhere on the floor, giving service staff a pre-briefed picture of each customer before the conversation began.

Storytelling Entrance Tunnel

A three-metre corridor of floor-to-ceiling screens at the store entrance, playing real-life video content that framed Singtel's shift from a tech product brand to a lifestyle service. Customers entered the store already oriented around people and stories rather than products and plans.

Integrated Queuing and Discovery Kiosks

Dual-purpose kiosks managed customer flow through automated queuing while simultaneously issuing barcoded tickets for product registration. Customers could mark interest in items across the store, and service staff could review these interests before each consultation, making every interaction more targeted and efficient.

Long-Running Partnership

A relationship spanning over a decade, giving Texture deep familiarity with Singtel's retail operations, brand evolution, and the technical demands of a high-footfall commercial environment. Each iteration of the store built on the last.