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Pop-up fun at stores
TWO lifestyle stores will transform into pop-up markets over the weekend. Crate and Barrel at Ion Orchard will be holding its first wedding party event on its premises. And, over at APS Lifestyle Gallery near Robertson Quay, the home appliances distributing company will be holding its third 9MCM, or 9 Muthuraman Chetty Market, named after its location.
Joyce Chua, marketing executive at Crate and Barrel says: "The brand frequently holds private wedding parties in the United States, together with a gift registry service. We have adapted their wedding party idea to cater to our local market, creating a larger-scale wedding party that includes 17 different partners."
Some of the partners that will be taking part include make-up artist Cleo Chang from Cleo Chang Makeup, Jessicacindy who designs wedding gowns, wedding company WedRock Weddings and Mini Cooper vintage car rental company MINIBUG.
"Elegance, simplicity and the classics were some of the criteria we looked at when we picked the partners," says Ms Chua. "Guests can look forward to all the exciting activities happening during the event and exclusive promotions that our partners will be offering." For example, floral company Poppyflora will be offering complimentary flowers when guests sign up with them at the event for venue decorations.
The partners will set up stalls amid the Crate and Barrel product displays. In addition, the store's experts will also be on hand to give tips, such as styling the dinner table for different occasions, on home decorating, and also be inspired by their collection of wedding favours.
Ms Chua expects about 200 couples to attend The WeddingParty Event, a three-hour private event. "Our curated wedding party has been organised to suit a couple's first home and wedding needs. Our mission is to inspire new couples who are about to start their journey together - be it furnishing their new home or exploring wedding services," she adds.
While weddings will be the theme at the Crate and Barrel store, APS Lifestyle Gallery will be celebrating Singapore's Jubilee at this year's 9MCM.
Vendors will still display their goods, but in line with this year's theme, they will also unveil 50 iconic Jubilee food or retail creations. "These Jubilee creations will reflect Singapore's heritage and culture," says Elaine Ong, spokesman for 9MCM. Sunday Market, the cafe, will serve its own "Singapore Toast", which is a thick slice of brioche stuffed with homemade kaya and cheddar.
Purveyors of fine wine, spirits and beer, Nuevo Vino will offer handcrafted Kopi & Teh Cocktails, which are spiked with exclusive Yzaguirre Vermouths and topped off with a savoury warm egg foam, creating a striking contrast as the hot and cold elements combine in one satisfying sip. For added authenticity, the drinks will come with yu tiao.
Meanwhile, home accessories brand Scene Shang will showcase its range of cushion covers displaying iconic landmarks such as Tanjong Pagar Railway Station.
But it will be more than just shopping and eating at 9MCM. Fifty per cent of the sale proceeds from the Jubilee creations will be donated to a designated home for the aged as APS Lifestyle's way of showing their appreciation to the pioneer generation for their contributions to the nation.
Unlike other pop-ups, where the same group of vendors are usually seen, most at 9MCM are first-time participants, with the exception of Whole 9 Yards and The General Co.
"We did not want to replicate the vendor list because we hope to bring in new stuff for visitors every year," says Ms Ong. She adds, "Vendors cannot be those that already have 'mass branding'. We are looking for hidden gems - brands that are not known to many yet."
Other factors that Ms Ong considered when putting together the list of vendors included exclusivity. "So if you see a coffee or ice-cream merchant, we would not want to repeat it. Even for fashion, we brought in mid-range and high-end merchants to differentiate," says Ms Ong. "We want to ensure a good variety for the patrons."
And naturally, support is given to local brands.
Unlike previous years, where 9MCM was just a one-day affair, this year, it will run over two days. "We had more than 1,000 people coming last year, so we've extended it another day. Hopefully, we will have 2,000 people coming," says Ms Ong.
Crate & Barrel The WeddingParty Event is on June 20, from 10.30am to 1.30pm, at Ion Orchard, #01-21/22. Strictly by RSVP only at crateandbarrel.com.sg
9MCM: The Jubilee Marketplace is on June 20, 21, from 11am to 8pm on June 20 & 21 at APS Lifestyle Gallery, 9 Muthuraman Chetty Road. Admission is free. Go to to www.apslifestyle/9MCM