Salvation Army

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PRESS RELEASE – April 2012 Revamping The Salvation Army Thrift Store Reducing oneʼs carbon footprint can be a magical feeling, as award winning studio HJGHER believes. To mark its 10 anniversary, The Salvation Army Singapore, a household name in social services, engaged HJGHER to refurbish the interior of its traditional thrift store. The project was featured in an episode of Channel News Asiaʼs new business makeover series, Invest In Me. For the episode, HJGHER teamed up with accomplished marketer Tracy Phillips and esteemed show producer Daniel Boey to offer The Salvation Army modern branding strategies. Working with the 5,000 square feet store at 500 Upper Bukit Timah Road, HJGHER wanted to create a shopping destination that helps consumers revalue forsaken and often forgotten objects. Rather than relying on new things to create such a shopping space, the aim was to maximize the use of old wares, integrating what the community has donated. The original thrift store was filled with a diverse collection of items including furniture, clothing and accessories, books and other knick-knacks. An overwhelming volume of donated items has resulted in items being stacked in piles or being misplaced. To create a more systematic and visually stimulating layout, HJGHER divided the interior space into eight showrooms. Realizing there was strong potential for greater creativity, HJGHER invited seven renowned local designers to lend their intuitions to each showroom. Including HJGHER, the design teams involved were Outofstock, Triggerhappy, Foundry, Jarrod Lim, H O K O, Studio Juju and Supermama. During the official launch of the revamped Salvation Army thrift store on March 16 2012, the eight showrooms were unveiled. Fully utilizing materials found at The Salvation Army thrift stores, the designers were guided by their imaginations as they conveyed what salvaging the old meant to them. The result was a medley of expressions; one showroom adopted an ecoenvironment, another was converted into an avant-garde mini gallery and another became a childʼs games room. With creative techniques rejuvenating the shopping experience, shoppers were given fresh ideas on how old items can bring new joy. Whether these items were given a fresh coat of paint or had their purposes reinvented, the end goal was for them to become somebodyʼs prized possession again. HJGHERʼS showroom ʻA Cabinet of Curiositiesʼ and its whimsical approach to old, unwanted objects inspired HJGHERʼs showroom design. An unexpected pairing of furniture sets the direction of the showroom; bed ladders lean on multi-purpose shelves, wooden shelves and cabinets of different wood grades and height stand right next to each other, a piano stool sits beside a regular chair at a dining table. HJGHERʼs showroom strips away traditional notions of time and congruity, much like the concept of a thrift store. Objects of different generations with various purposes and stories to them have all been put in one place while their fates lie in wait. Filling the cabinets of curiosities are objects chosen for their unusual and imperfect features. Each object is given a fresh start. After the dust is wiped off, every single ʻcuriousʼ item is given a fresh coat of white paint and named, with a short excerpt detailing their characteristics. Like blank canvasses, the objects are now ready to be painted with more stories.
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