CapitaLand Launches “Phygital” Concept Store NomadX at Plaza Singapura

Real estate company CapitaLand tries to capture online shopping revenue in its brick-and-mortar shopping mall by exploring the new “phygital” multi-label concept store, NomadX, that it launched today at Plaza Singapura.


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Launch of the NomadX “phygital” concept store in Plaza Singapura.

In its effort to recapture revenue that has been eroding from traditional brick-and-mortar shopping malls and lost to online shopping websites, the new concept store will attempt to channel back part of these revenue to the physical shops.

The 11,000-square-foot space debuts physical outlets of online retailers including Alibaba’s Taobao, Digital Fashion Week and Style Theory.


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11,000 sq ft of shopping space on 2 floors of Plaza Singapura.

NomadX is spread across two floors in Plaza Singapura, with an attractive frontage facing Orchard Road.

More details below from the press release.

CapitaLand is giving its shoppers a new reason to rediscover the joys of experiential shopping with NomadX (pronounced as “Nomads”) — Singapore’s first “phygital” multi-label concept store offering a new blend of physical and digital experience.

Be it a gamified onboarding process, automated store assistance such as smart mirrors, interactive product walls or the cashless payment experience, NomadX is designed for shoppers to enjoy shopping intrinsically as a social activity — one of sensation, discovery, immediate gratification and convenience.

The multi-label retail destination marks its official opening today with a curated selection of 18 tenants offering a wide range of fashion, beauty, consumer electronics, gadgets and food & beverage offerings.

These include the first physical outlets in Singapore for Alibaba’s Taobao, as well as that of online fashion businesses Digital Fashion Week, evenodd, Révolte and Style Theory.

“NomadX represents CapitaLand’s commitment to embrace omnichannel retailing. It allows us to implement and redefine our ideas for a new generation of retail offerings. As a flexible space incorporating tech-enabled retail infrastructure, NomadX will make it easier and more cost efficient for our retailers to explore and nurture new innovative concepts before wider roll-out at CapitaLand’s shopping malls,” said Jason Leow, President (Asia & Retail), CapitaLand Group.

New-to-market brands include audio products specialist JBL and restaurant Bizen Okayama Wagyu Steakhouse by Aston Soon.

Shoppers can also look forward to limited editions of well-known brands at NomadX, including the highly-anticipated Karl Lagerfeld’s K/Klassik Pins collection.

To ensure maximum flexibility for tenants to push the boundaries, NomadX incorporates short-term leases and “plug & play” retail units that are integrated with smart retail infrastructure.

Tenants set up temporary homes like nomads – thus the inspiration for the store’s name – that are demarcated by modular panels and equipped with interactive technologies to encourage product discovery and play.

The store’s fluid layout and data analytics capabilities make NomadX a suitable testbed for retailers to trial new concepts and products and respond swiftly to consumer reception and feedback.

The NomadX Experience

NomadX adopts an innovative tribe-based marketing strategy to enhance shopper engagement.

“NomadX not only augments CapitaLand’s suite of services to meet the demands of retailers at various stages of their digitalisation journey, it will help to enhance the tenant mix at our malls over the longer term. With NomadX, CapitaLand is looking forward to working with a stellar line-up of partnerships to create new expressions of phygital retail experiences at our malls,” added Leow.

The shopper journey begins with an onboarding gamification process using facial recognition technology, whereby members of CapitaLand’s CapitaStar programme can opt to register their visits and win attractive gifts and STAR$®.

Based on their profiles and preferences, shoppers will be assigned to one of four tribes – Sea, Mountain, Forest, and Wind – which in turn corresponds to The Enigmatic Shopper, The Conquer-It-All Shopper, the Love the Earth Shopper and the Live-It-Up Shopper profiles respectively.

Each shopper profile is tied to a proposed shopping route, as well as product and deal recommendations.

Upon entering NomadX, shoppers are welcomed by a unique lush and green scent specially concocted by Scent Partner Oo La Lab.

“CapitaLand is curating a new shopping experience at NomadX, one which goes beyond the act of simply buying. NomadX promises to be a personalised social space of sensation and discovery,” said Wilson Tan, Chief Executive Officer, CapitaLand Retail.

With touchscreen televisions provided by Key Technology Partner Samsung, shoppers interact with product walls using QR codes as part of NomadX’s screen-to-mobile customer engagement capability.

Inside NomadX, Audio Visual Partner Sony powers a unique Sonic Surf VR (SSVR) audio technology that combines multi-channel speakers and proprietary software to simulate surround and partitioning sounds for an immersive aural experience.

In addition, Music Partner Sony Music Entertainment Singapore has curated a bespoke NomadX playlist to take shoppers from day to night.

“By combining the technology of ecommerce, mobile shopping applications as well as location data analytics, we are able to work with our retailers to customise entirely unique physical shopping experiences that are based on our shoppers’ preferences,” added Tan.

Over at Official Card Partner American Express’ digital lounge, shoppers will be pampered with complimentary drinks.

Based on their preferences and the number of visits, visitors to NomadX will be rewarded with exclusive CapitaStar e-deals and STAR$®, which are accessible via the CapitaStar app and redeemable in-store.

NomadX adopts a cashless payment system. In addition to payment by credit cards, NomadX accepts ePayment modes such as StarPay – the in-app ePayment feature on CapitaStar – and NETS.

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