A new chapter: Oo La Lab aims to build Singapore flagship into ‘fragrance destination’

The flagship functions as a retail outlet and a workshop, with spaces designed for signature bespoke fragrance workshops and events.

This is the brand’s first standalone flagship store in its home market since it launched in 2017. Previously, it had used its offices in the River Valley area to hold its workshops.

According to founder Dan Terry, this project has been at least two years in the making that has been hindered by the COVID-19 pandemic and the search for the perfect location.

“We’ve always wanted to do this. It was just about getting behind a location. And of course, there were many distractions – like COVID,”​ said Terry.

Speaking to CosmeticsDesign-Asia​, Terry expressed enthusiasm about the location, which is located on Amoy Street in the Chinatown district near one of the oldest Taoist temples in the country.

Its historical location inspired its latest traditional Chinese incense making workshop, which will be exclusive to this branch.

“We realised we could really build a de facto destination for locals and tourists in Singapore that can actually be an attraction and to tell stories through fragrance because Singapore itself has a very unique story on fragrances,” ​said Terry.

Moving forward, the brand will announce more workshops and events at its new store.

A space to experience​

Terry highlighted the importance of a physical space for the brand, which sees experience, experimentation, and education as part of its DNA.

“I think brick and mortar is amazing. It depends on the business, and we are a very experiential one. It all comes back to us creating a platform for people to connect over fragrance. At the end of the day our mission is to connect people.​

“While the retail and the distribution should be part of that, but the mission is to add something to the human condition – that’s what drives us forward.”​

The launch of the Singapore flagship follows the brand’s expansion into Dubai in 2019 with a similar retail and workshop space on Alserkal Avenue.

“The purpose of Dubai was to see if we could take our brand there on a very modest marketing budget and see if we could make an impact and see what we could learn from it. I think stepping out into a different market and trying different things helped us build some confidence,”​ said Terry.

A collection of abstract things​

Along with the new space, Oo La Lab also unveiled a new genderless eau de parfum collection.

Titled Abstract Things, the seven-piece lineup spent two years in development with the then-Firmenich.

The project involved perfumers including Ilias Ermenidis, Florian Gallo, Nathalie Lorson, Hamid Merati-Kashani, and Jeanne Marie Faugier.

With this range, the company sees the opportunity to enter more retail channels such as department stores.

Terry added there could be potential to expand into more markets.

“There’s definitely a lot to consider but this is a niche line, and we will possible have limited distribution.”​