From beauty and fashion collabs to the latest in food and drink: Get your new retail fix at this lifestyle festival

Are you tired of going on yet another run-of-the-mill shopping spree? Then head to Wunderground this September and October for a new spin on your usual retail fix. 

It’s a lifestyle festival where you can expect to shop from a plethora of brands, enjoy gastronomic delights and discover unique brand collaborations. Activities like stage performances, jagua tattoos and tarot readings will be featured alongside around 50 brands, including MellowOver, Clean Folks Club, Oh Hello Bae, and more.

Dreamed up by the Singapore Retailers Association (SRA), Wunderground also works with homegrown artists, creatives and a design school to feature visually stunning merchandising and interactive art installations to shake up your buying journey. 

It will be divided into two distinct parts: the "city" experience at Emerald Hill (Sep 21 to Oct 1), and the "heartland" experience at Tampines West (Oct 6 to 15). 

Creating a stage for creative collaborations and more

Wunderground will revamp your shopping experience through three exciting strategies:

1. Collaborative Magic: Brands and partners team up for innovative products and services.
2. Fun and Immersion: Get ready for Instagram-worthy spots, giveaways, and a festive vibe.
3. Online Thrills: Join the excitement in-person and online with TikTok live broadcasts.

SRA hopes this will help rejuvenate the retail scene and attract more potential customers who are always looking for the next new thing. 

“For the retail sector to climb new heights, we need to collectively re-imagine how we will operate in the future. The Wunderground initiative reflects the key strategies to respond to the new norms and to accelerate business transformation,” says Mr Ernie Koh, SRA President.

Limited-edition deals and steals

Some 50 lifestyle and retail brands will join forces to form 25 alliances at Wunderground, so don’t expect to find the same old gear found at other stockists here! 

Instead, look out for new experiential concepts and innovative products from your favourite brands as they cross over with like-minded businesses to bring you a fresh take on the things you already love. 

This could include soothing skincare from beauty brand Sigi Skin and magick store Auralogick or must-have furniture for your abode from home and lifestyle brand Nine.N and design studio i.Poise at the “city” experience in Emerald Hill. Mouth-watering culinary crossovers from Compendium Spirits and Anthology will also be available there for those who want to shop with full bellies. 

Meanwhile, shoppers heading into the “heartlands” of Tampines West will get a whole other set of products and gastronomic experiences. They can explore offerings from Cat & the Fiddle and tuck into creations by Harry’s Singapore and Tiger Soju.

Art, music, workshops and more await

Beyond shopping, there will be plenty of immersive activities to see and do. These include interactive art installations by local artists, live musical performances, and even a Pawsome Playland by Pet Lovers Centre x Solace Studios, where pet owners can let their furry friends run around or snap memories together with an onsite photobooth.

Shoppers can also enjoy fashion, beauty, and craft-related workshops like fragrance crafting by Singapore Memories and making a voyage scent pouch by Heng Fong Tong and Gemstory.

The 2023 edition is the first of three annual festivals planned under the Wunderground initiative, so there’s plenty more to look forward to. The first year will focus on promoting the cross-collaboration of local brands, the second on creating a flagship shopping event for residents, and the third will see overseas brands participating in the festival. 

So, don’t miss out on the fun! Click here to learn more and mark your calendars to experience the inaugural Wunderground festival. The “city” experience will take place at 37 Emerald Hill from Sep 21 to Oct 1, while the “heartland” experience will happen at Tampines West from Oct 6 to 15. Head down on weekdays from 3 to 10pm or weekends from 12 to 10pm.