There’s a new shopping experience in town that promises to meet trendy fashionistas’ desire to see, experience, and test purchases in person again.
Fashion retailer F J Benjamin has launched Avenue on 3, a multi-label luxury shoe and lifestyle concept store with a cafe, chocolatier and beauty suites at Paragon.
The concept came about during the Covid-19 lockdown around two years ago. Group CEO Douglas Benjamin explains that it was during that period where they had time to think of how they would want to do things differently for their customers, and to make their shopping experience more exciting and experiential.
And experiential it certainly is. At 8,000 sq ft, Avenue on 3 is a swanky “temple of luxury” offering beautiful footwear, fashion accessories and skincare alongside other services. Unlike a typical boutique, this is meant to be a chic, comfortable venue where shoppers can spend their day trying on stylish footwear, enjoying a cuppa (or a glass of Champagne), getting their nails done, and buying a box of artisanal chocolate before heading home.
Women’s shoes, however, are the main feature – from high heels to fuss-free mules and flats from brands like Aquazzura, Gianvito Rossi, Alaïa, and Giuseppe Zanotti. According to Benjamin, women prefer to buy shoes in a multi-label format so they can try a variety of brands and styles that best serve their needs.
Besides footwear, Avenue on 3 also carries accessories such as eyewear by British brand Linda Farrow, handbags from Valextra and Tom Ford, and jewellery from Oscar de la Renta.
Bringing up the lifestyle end are Lebanese chocolatier Patchi; a 40-seater cafe and bar that serves coffee by day and Champagne and caviar from late afternoon; and beauty suites for facials, mani-pedis and massages that utilise products such as Dr. Barbara Sturm and MZ Skin.
The modular space is also adaptable to clients’ needs. Don’t miss the ongoing Bottega Veneta pop-up that showcases the brand’s iconic products, including some exclusive to Avenue on 3.
Avenue on 3 is at #03-46/56, Paragon, 290 Orchard Road.