Haus of Egg3
164 East Coast Road
Opening hours: Tues to Sun, 11am to 8pm
What do people head out to the East Coast for? Katong laksa, old-school confectionery at Chin Mee Chin, cycling at East Coast Park? Now, you can add homeware shopping to the list.
Lifestyle brand Egg3 recently opened its new flagship store at East Coast Road, housed in a two-storey conservation shophouse. Founder Mike Tan has called the shop Haus of Egg3, and rightly so.
Stepping into the space, is like entering someone's home.
There are lots of items around, but with warm lighting, the cosiness of the space can clearly be felt. Mr Tan also kept the ceiling, flooring and wall tiles found in the house.
"I spend so much time here, I could be living here too," quips Mr Tan.
He also has three other Egg3 shops around Singapore. The first store at Erskine Road is more fashion-centric. The Orchard Central store leans towards fashion accessories, while the third at 112 Katong is an eclectic mix of fashion, homeware and gift accessories.
Haus of Egg3 carries the widest range of homeware of all its outlets. "Finally, we have a space to house the bigger items," says Mr Tan.
The front of Haus still carries a small range of local fashion labels such as Max.Tan, Ginlee, Weekend Sundries, Pearly Wong, AKA Wayward and shoes from Leather Lab and Walk & Rest.
The rest of the space is dedicated to all things for the home, such as a range of home fragrances from renowned Italian brand Culti.
There are two bedrooms upstairs, and one has been turned into a retail space that resembles an art gallery.
Artworks adorn the walls, alongside casually placed stools, benches and standing lamps. It all looks very haphazardly placed but Mr Tan points out that a lot of thought went into displaying the products.
"I want to make the space look like it belongs in a home, rather than the sterile feel of a typical furniture showroom," he says. "The display also gives shoppers ideas on how they can style their own homes."
Everything in the shophouse, down to the wall lights along the staircase and the display cabinets, is for sale.
In a second bedroom, Mr Tan displays goods from Danish brand Norrmade, which Egg3 distributes exclusively in Singapore. The range of products have clean lines, typical of Nordic design, and are highly functional.
The Rake Hangar is one such example. It looks like the conventional garden tool, but when mounted on the wall, it becomes an offbeat hangar for scarfs and belts.
Another key piece is the Hang Sitt Stool. Not only is it comfortable to sit on when putting on shoes, but its stick-like back is handy for hanging jackets and bags.
At the back on the second storey is what Mr Tan calls the garden room filled with quirky home accessories, such as vases, moss balls and plenty of artificial flowers. Mr Tan often dresses up showflats for clients, and had trouble finding artificial flowers that looked pretty.
"The ones that are in the market aren't that great, so I decided to bring my own instead," he says.
Most of the items in the shop are sourced from China and Thailand.
While Haus of Egg3 is a retail space, Mr Tan doesn't rule out working with creative folks on holding workshops.
"A floral artist came in recently and bought a lot of the artificial flowers, and we tossed up the idea of having her hold a floral arrangement workshop here," he says.
Since its opening a week ago, Mr Tan has received feedback from his regulars who are pleased that Egg3 is back in the East.
Mr Tan used to have a shop in Joo Chiat Road, amid karaoke joints, but closed after he found the location less than ideal.
"I'm excited about Egg3 being in the East Coast again. Hopefully, we will be able to provide a different experience in the area," he says.