Hailed as the forerunner of Singapore's creative parks, New Bahru is a blend of community, products and activities spanning retail, food and beverage, wellness, entertainment, education and culture, with each of the branded shops in the neighbourhood having its own unique concept, and Soilboy is no exception. Soilboy is no exception. Singapore's first immersive retail experience for a ‘sustainable home and lifestyle brand’ opens here.

Brand Idea

Soilboy's flagship shop is located in the middle of New Bahru at 9 Sing Ming Road, Singapore, which was originally a shop selling indoor plants, ceramic pots and gardening essentials online.

Soilboy was founded in 2020 by husband and wife team Ivan Woo and Angeline Goh, and during the epidemic, they made the resolute decision to open their first retail shop, which was designed by local design agency SILO.

Soilboy's flagship shop is becoming a hidden gem in downtown Upper Thomson, a place where people can enjoy plants and experience green living. Soilboy is dedicated to bringing people closer to nature, and their speciality is the use of beautiful pots to enhance the look of potted plants. Their mission is to ‘inspire curiosity about the green things in life’.

Design Concept

The Soilboy flagship shop has been redesigned to showcase a wider range of houseplants through different displays, and not only has the shop been upgraded somewhat from its Upper Thomson location, but it also has multiple retail areas to build a beautiful natural home for the avid houseplant enthusiast.

Soilboy's flagship shop embodies natural minimalism through Wabi-Sabi and Biophilic design, through which SILO redefines the image of a botanical retailer and integrates nature into the interior. In the evening, a glimpse of the setting sun is mesmerising.

Material Exploration

Leaves, earth, wood, bark - all are products of nature. In SILO's conception, Soilboy's interiors should exude the scent of earth, reflecting and expressing the new image of a fresh and appealing retailer through different shades of natural wood and finely crafted details.

The artefacts and potted greenery are neatly arranged so that the florist can embark on an immersive creative journey on the sink bar. The plants grow more luxuriantly, as if they have a better space to stretch out. In Soilboy's flowing space, plants are nourished endlessly.

The ceramic pots on display in the interior are designed by the couple in charge and handmade by Korean artisans.In addition to showcasing innovative potting art, Soilboy Experience will also offer immersive experiential workshops, inviting people to come along and explore the mysteries of nature.

Sin Ming Road has been an important part of Soilboy's growth journey, and now that the shop is on the right track, the founding couple wanted to document the process in different forms and look forward to creating more milestones in the future!