In October, I was lucky enough to be invited for the launch of Richard Mille’s new concept, St. Martin, in Singapore. It sits in the heart of the city, at the top of Orchard Road, the Southeast Asian state’s commercial artery par excellence, but still outside the flow of passers-by and tourists.
It is not unusual for a luxury watch brand to innovate in terms of welcoming their clientele, to try to make them feel more at home in a new concept of welcoming area. However, with this space, Richard Mille pushed all the limits. After opening the (relatively small) wooden door at the entrance, you step in and you can’t help but gasp in delight.
“The architectural organisation of St. Martin creates a feeling of astonishment at not having guessed such a space could exist behind this door. Discovering it makes you wonder what the next surprise will be. Our intention was to play with visitors’ expectations.” - Alexandre Mille, Brand Director.
St. Martin draws its inspiration from the famous hidden bars of Prohibition (speakeasies), where unexpected interiors laid behind the facade and the "traditional" store. Just like the brand’s watches that we all adore, the boutique had to be something different, something bold, something new.
Innovate, innovate, innovate
A philosophy of freedom allowed their in-house team of four interior architects to push the boundaries in terms of design, with inspiration from different registers, eras and places around the world. Everything was designed everything from scratch with a broad array of artistic crafts that were brought together for the design of St. Martin. About 30 specialists collaborated on the layout and adornment of various spaces. Through a meticulous sourcing process, 250 materials—ranging from leather, wood, metal, stone, to glass—were handpicked for their manufacturing qualities and aesthetic contribution. A collaborative effort that was three years in the making.
Every inch of the area was thought through, no questions asked. One would have to spend days in the boutique to catch every last detail. One of the highlights is a work by the French visual artist William Amor featuring an olive tree and evoking the Mediterranean basin so dear to Richard Mille, that takes root at the centre of the airy and open Hub.
Openness is key. There are almost no doors, one can roam freely from one space to the next. Although there are 11 different rooms in the 700m2 boutique, it does not feel clustered in the slightest. The fact that there are no borders allows the space to breathe. Everything is interconnected and different, with its own identity and personality. Yet, it all remains coherent and cohesive and nothing feels out of place. Fluid with soft lines (not to lose an inch of space), it is an architectural gem that blends volumes, shapes, textures and light. There’s nothing flashy, it is delicate, discreet, comfortable, luxurious and welcoming.
There is a Crafting Space (where one can watch a watchmaker assembling movements for pure enjoyment), a Restaurant (which serves local delicacies), a Bar (which makes incredible signature cocktails), a Sports Room (with numerous jerseys displayed on the walls, signed by friends of the brand and screens mounted on all the walls to never miss a second of a game), a Riad (an outdoor patio that transports you to Marrakech) and a Hidden Library filled with treasures.
You cannot pinpoint what makes it so special, but you feel right at home. And that was the idea behind it all, not to merely be a boutique showcasing watches, but to be a place to meet, exchange and enjoy.
As Amanda Mille, Brand and Partnerships Director puts it: “Every Richard Mille event is an opportunity for wonderful encounters. As well as a chance to meet and share, each one also serves to highlight the brand’s strong convictions and commitments. St. Martin was designed in perfect harmony with this philosophy conducive to fostering human relationships. This venue awakens emotions and elevates the art of hospitality so dear to Richard Mille, thanks in particular to an innovative vision”.
“Welcome to our home!”
Hospitality is key to the Richard Mille family. Which is why they wished to create a decidedly warm and familial atmosphere in the boutique – it is like stepping into the Mille’s very own family home. Amanda Mille’s first words, “Welcome to our home!”, set the tone.
The family’s desire to connect with the customers is evident throughout the space. Every detail, from carefully chosen artworks to a diverse array of objects, reflects the various worlds springing from the mind of Richard Mille himself.
In the Hub, the shelves are lined with an eclectic assortment of decorations, books and objects that hold special places in the Mille family’s hearts, telling stories of memories, travels and cultural inspirations. For example, I was happy to discover that the fascinating art works (including the entrance statue, frescoes and paintings on the walls) were crafted by Guillaume Mille.
As I was roaming around, seeking insight and hoping to absorb some creativity from a family that seems to be bathing in it, I stumbled upon a book that I remember reading as a child and couldn’t help but smile. It’s these small, personal touches that create an instant personal link to the brand and the people behind it.
What’s next?
This is their first boutique with this new concept. The three others brand’s distributors around the world will most probably evolve in a similar manner, however, the Mille family have made it clear that they will in no way, shape, or form, be alike. Their future concepts will feel drastically different from one another - there will be no copy paste. Because, what would the fun in that be? Just like with their watches, they don’t want their architecture to become lazy. One thing we can count on is their constant wish to push themselves further, to dare and to innovate. As Amanda Mille puts it herself: “We don’t want to be bored!”. And we all thank her for that!
