Phygital Store. Phygital Store at 33S store is located on Duplication Road, right next to AOD. It gives the customers a hands-on experience with both offline and online touchpoints. It's a phygital concept store which means it's all about an integrated digital experience in a real, physical environment, with a collection of carefully curated products which will assist the customer in making an informed decision.


The shop is basically a material equivalence to their online store. Each rack has been curated based on different collections, colour stories and styles, to make understanding the themes and picking out favourites easier.

Just like any other clothing store, you can shop for all your favourite outfits, try them on, feel the fabric textures and experience with different sizes. However, just as you would shop online, you can place an order in-store from either your device or in-store devices, which makes for a seamless experience with the added benefit of being bagless.

They've also made it incredibly easy for the customers to do their shopping with their QR code system. Once you download the app on your device you can scan the QR code of any product you like, which will take you to that particular product's page online. From there you can select your size, add it to your cart and checkout when you're done. Best part is the products will be delivered to your doorstep for free. However, if you do have 30 minutes to spare, you can collect the product from the store itself and you can enjoy some in-store coffee or browse their lookbooks while you wait.

They also have tablets and digital screens where you can browse the entire catalog in-store and complete your shopping. In addition to that, digital content of styling videos, lookbooks and access to the website are available in-store as well.

Aside from the shopping experience, they also have in-store events where customers can meet the designers and have exclusive previews of their latest collections etc.

The staff was very friendly and attentive so you don't have to be hesitant in asking for their assistance with anything from styling, sizing or any other information.


It's not the biggest area but they've made the best use of the space available. We were told that they do have expansion plans underway towards the end of the month. It wasn't congested when we dropped in and there's plenty of room to walk around without bumping into others. The QR code based purchasing system, along with the lack of cashier queues really makes this feel like a truly seamless phygital experience.

Conclusion's concept store at 33S gave us a unique shopping experience and they genuinely seem to want to elevate the average business-consumer relationship to a more personal level. We didn't really know phygital was a word before we dropped in, but this store is exactly that.

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