Travel Retail
Perm Counters
Visual Merchandising

As Project Manager at Positive Design, I lead retail fit-out and visual-merchandising projects for Coty’s prestige beauty portfolio across Singapore and Malaysia.

Since 2024, I have personally led the delivery of more than 15 retail counters and visual-merchandising installations. At peak periods, I concurrently manage over 10 workstreams, comprising campaign updates, permanent fixtures, maintenance works and counter installations.

My responsibilities cover technical drawing reviews, material submissions, quotations, project scheduling, permit applications, fabrication coordination, logistics, on-site installation and final handover. I work closely with regional brand teams, retailers, airport stakeholders, main contractors, fabricators and specialist installers.

Most of my Singapore projects are delivered within The Shilla Duty Free at Changi Airport, where work must comply with strict security, fire-safety and operational requirements. Installations commonly take place overnight, requiring each activity to be carefully planned before the team enters the site.

My role connects the creative brief with its physical execution. I assess whether the proposed design suits the actual site, identify technical and operational risks, and coordinate the parties required to deliver the counter accurately and safely.

T1 Central Store Phase 3 Renovation

This multi-brand renovation involved the delivery of curved pillar backwalls, pelmets and gondolas for Jil Sander, Burberry, Chloé, Gucci, Hugo Boss and the multibrand area within Shilla’s Terminal 1 Central Store.

The curved backwalls required close coordination between the brand drawings, fabrication details and the main contractor’s architectural template. Even small dimensional differences could affect how the individual units connected and whether the overall curve appeared continuous.

I reviewed the technical drawings and coordinated the dimensions across the different parties. I also raised discrepancies early and ensured that the fabricator understood how each brand fixture needed to align with the surrounding construction.

The project required more than installing individual fixtures. Each brand retained its own visual identity, but the backwalls and gondolas still had to form part of one cohesive retail environment.

The completion report documented the final installation against the rendered views, including the curved backwalls, close-up details, acrylic covers, visual holders and the completed gondolas. This allowed the client to verify that the final execution remained aligned with the approved design.

T1 Landside Departure - Multibrand Development

The T1 Landside project presented a different set of challenges from projects completed within the transit area. Located within the public check-in and departure hall, the project required closer coordination with the main contractor responsible for the surrounding architectural and building works.

During site coordination, we discovered that several constructed dimensions did not follow the approved plans. These differences directly affected the proposed backwalls and gondolas, as the fixtures had been developed around the original site information.

I compared the site conditions against the drawings, identified the dimensional discrepancies and raised them clearly in the project group chats. This ensured that the client, retailer and relevant contractors had visibility of the issue and its impact on the fixture design.

By documenting the differences early, we could discuss the necessary revisions before fabrication or installation progressed further. The experience demonstrated the importance of site verification, written records and clear escalation when several contractors share responsibility for the same retail environment.

Chloé En Rose Summer KCP

Multi-location Visual Merchandising Update | Singapore Changi Airport

The Chloé En Rose Summer KCP was a seasonal visual merchandising update developed to refresh the brand’s travel-retail presence and support its summer campaign. Working from the regional VM guidelines, I coordinated the rollout across multiple Shilla Duty Free locations at Singapore Changi Airport, each with a different fixture configuration and customer-facing layout.

My role was to translate the campaign direction into accurate, site-specific executions. This involved coordinating the arrival and allocation of campaign visuals and POSM, reviewing the requirements for each location, arranging the installation schedule, and briefing the installation team on the intended presentation.

During the changeover, I checked the positioning of campaign visuals, product displays and merchandising elements against the approved guidelines. As every counter had different dimensions and fixture arrangements, the execution required careful adaptation while maintaining a consistent Chloé identity throughout the airport.

I also documented the counters before and after installation and reviewed the completed displays for alignment, cleanliness and overall presentation. Any inconsistencies were identified and rectified before the final photographs were submitted to the client.

This project strengthened my experience in executing seasonal VM campaigns across multiple retail touchpoints. It demonstrates my ability to interpret regional guidelines, coordinate campaign assets and installers, and maintain consistent brand standards within a live travel-retail environment.