Interactive sewing and creative activities are available at the flagship store in Nehru Place.
With a 170-year history, SINGER, the top sewing machine brand in the world, is about to launch its first flagship experiential retail center in the busy Nehru Place neighborhood in South Delhi. This facility represents a significant change in SINGER India’s retail strategy by converting the company’s conventional retail locations into engaging, experience-based hubs. SINGER plans to implement comparable improvements in all 21 of its current locations across the country in the upcoming months.
The new store design combines practicality and flair, drawing inspiration from contemporary creative hubs and the expanding do-it-yourself craft movement. The store’s simple design, which features clean lines and monochromatic tones, is intended to evoke a modern country home. It draws attention to the colorful threads and textiles that go with SINGER’s cutting-edge machinery. The area may be readily modified for product displays, training sessions, and demonstrations thanks to the modular architecture.
Interactive Experiences for Craft Enthusiasts
Consumers will get the chance to operate SINGER’s newest, most advanced sewing machines, take part in practical courses, and pick the brains of professionals in the field. In order to foster creativity and originality in both novice and experienced sewists, the store will also provide sewing and craft classes.
Rakesh Khanna, SINGER India’s vice chairman and managing director, stated, “This flagship store represents a significant milestone for SINGER India.” An interesting opportunity is presented by India’s rich history of textiles and workmanship as well as the rising popularity of do-it-yourself fashion. Our goal is to preserve the skills that their moms and grandmothers treasured while making sewing an enjoyable and approachable activity for the next generation.
Amit Krishn Gulati, Director of Incubis, SINGER’s design partner, stated, “We have been associated with SINGER India for almost thirty years, and this was a fantastic opportunity for us to imagine a differentiated customer experience for this iconic brand which has been a part of Indian homes for generations.””This store will remind us of the memorable stories and rituals associated with SINGER sewing machines while making the brand ethos relevant and approachable to young trendsetters looking to create and customize what they wear.”
Bringing SINGER’s Legacy to Life
The History Wall, a graphic commemoration of SINGER’s incredible journey, including its contribution to the spacesuits used on the Apollo expedition, is a feature of the new store. Visitors will learn about the brand’s long-standing influence on fashion, craftsmanship, and technical innovation through pictures and narratives.
The flagship store, which is planned to debut in November, intends to provide a sophisticated, captivating space where fashionistas, designers, and craft aficionados can investigate the future of sewing in a contemporary, interactive setting.
