With its classical facade, a revolving door and a 25m- tall skylight atrium filled with cascading lights, the building at 260 Orchard Road has a decidedly upmarket feel.
Across the six levels, floors are covered in luxe materials such as marble, walls are painted in punchy colours and the roomy interiors boast a chic, modern vibe.
Once a trendy haunt for the young known as The Heeren, the building is now home to the 186,000sqft flagship of department store Robinsons. It will move out of The Centrepoint next year, after 31 years, when its lease is up.
Called Robinsons Orchard, the new $40-million store opened yesterday.
It offers 380 new brands, of which more than 280 are exclusive to this store. New- to-market labels include cult British beauty brand Illamasqua and Tory Burch Beauty, which will be available in March; and Les Benjamin, an Istanbul-based label that designs only T-shirts with graphic prints and slogans.
Other luxury labels include The Kooples from France; Italian women's footwear label Sergio Rossi; and a collection from British fashion label Alice by Temperley whose fans include the Duchess of Cambridge.
There is also a vintage accessories section, where fashion items that are at least 10 years old, such as a Hermes Birkin bag and Christian Lacroix earrings, are sold.
Shoppers can cool their heels at a pop-up champagne bar on Level 2 and sip on Moet & Chandon bubbly from $12 a glass. With glitzy new malls springing up in Orchard Road in recent years, the new look and expanded list of luxury brands are necessary to keep up with shoppers' evolving tastes.
Mr Franz Kraatz, 49, managing director of Robinsons Singapore, says: "Singapore's consumers have become more sophisticated and well-travelled over the years. They have been to big department stores from London to Hong Kong. And these big stores have upped their game. We are one of the oldest department stores in the world but we can't remain the same. We need to be in tune with what the customers want."