Look at how camera aperture and zoom are creatively weaved in this space's design

Click camera shop gets a makeover.

Interior design firm Kyoob-ID recently worked on a project with Click! located at 109 North Bridge Road, #04-15, Funan Digitalife Mall, Singapore 179097.

We interviewed Michelle Goh, Kyoob-ID's design director to learn more about the revolutionary concept applied in the retail space.

SBR: Who was the client? What were the needs/requests of the client for their office space?
Click! is a new retail concept launched by Max Photo Pte Ltd. The interior identity that is created will be adapted to all existing and future Max Photo outlets. The client had initially wanted a typical camera shop interior just to display their camera equipment. Kyoob-ID convinced Max Photo to rebrand itself with a new design identity that would update its image as well as appeal to a younger audience, which is becoming an important group of customers as affordability of camera equipment increases.

SBR: What is significant/unique about this project/design?
Kyoob-ID created a new interior identity that sets Click! apart from other camera retail outlets. Furnished with modern and sleek finishes with ample space for personalised chats and interaction, Click! is designed to relate to a wider group of customers interested in photography including an increasing group of younger photographers, who are IT savvy and experts in social media.

In crafting the interior, Kyoob-ID approaches the design concept from the perspective of a photographic hobbyist, focusing on his or her experience with the camera. The interior thus consists of chic elements relating to the camera such as lens aperture and camera zooming among others.

SBR: Please give us a brief description of the space after the refurbishments.
The retail space is inspired from a photographic experience. The shop is clad in mostly portraiture tones of black and white. Clean, contemporary lines are utilised to portray minimalistic chic. Photographic elements are subtly and creatively weaved into the interior from furniture, fixtures, and furnishing to evoke a sense of belonging and familiarity among photographic hobbyists. 

Camera models are displayed in a new light – in circular shelving reminiscent of camera lens aperture; clustered together compactly, the circular shelving is painted an understated vanilla shade. Camera grid lines and frames symbolising camera framing vividly demarcate the borders of glass shelving in sleek black. Chic corners for engaging customers are provided for; their circular moulded discussion tables and round feature ceiling are inspired from the camera lens aperture shape.