Contemporary lifestyle brand Chumbak recently launched its premium collection of Homeware & accessories that are Singapore-inspired. The collection includes a variety of cushions, wall décor, scented candle sets, copper bottles and tumblers, lunch boxes, wall plates, notebooks, bags, wallets & watches. In association with Little Black Book (LBB) & the Singapore Tourism Board (STB), this collection is designed thoughtfully to highlight Singapore’s old-world charm of the Peranakan Neighbourhoods, the Batik-inspired motifs and the vibrancy of the tile art.
Speaking about the newly launched collection, Shubhra Chadda, Co-founder & Director – Product Design, Chumbak, said, “We’re absolutely thrilled to partner with LBB & STB to bring alive Chumbak’s version of Singapore through this collaboration. Singapore is a maximum city-state as you may call it. It’s amazing how the island country balances the sky-scraping towers and the lush foliage, new-age tech and age-old art effortlessly, and we’re excited to tell this story through this collection. At Chumbak our love for travel has always inspired us to create fun everyday lifestyle, and this collection does it seamlessly. Our designers have thoughtfully retained the Singapore-inspired art forms and the home range is handcrafted by local Indian artisans supporting our mission of being truly designed in India.”
Suchita Salwan, Co-founder LBB said, “We are thrilled to partner with STB & Chumbak for this one-of-a-kind collaboration. This Omnichannel campaign was unique since its inception – bringing the #SingaporeInspired Story to India through a multitude of extensions. Consumers relate to stories – and that’s the kind of content personalisation we aimed at with a clear objective to engage the consumer at every touchpoint and give them a taste of the city as we go”.
Speaking about the collaboration, STB’s Mr. GB Srithar, Regional Director, India, Middle East, South Asia and Africa said, “We are happy to partner with Chumbak and LBB in this retail initiative. As part of our re-imagining consumer engagement initiatives, this collaboration is a creative way of presenting Singapore’s unique experiences, attractions and cityscape through well-designed, functional and colourful products. It enables us to reach out to a key audience segment for us in India – young millennials who form a significant part of Chumbak & LBB’s follower base. We believe that the Singapore-inspired collection of homeware and accessories will offer audiences a distinct glimpse into the country’s ever-evolving persona and trigger a desire to visit our vibrant city-state for their next holiday.”
Bring home the old world charm of the Peranakan neighbourhoods with wall plates for your gallery wall, dive into a homecooked meal packed in a Batik inspired lunch box, unwind in the comfort of peranakan art inspired cushions, and island inspired scented candles from the collection.
