Singtel Flagship Store at 313@somerset wins Sustainability Initiative of the Year - Singapore

The initiative is a pioneering vision for sustainable retail in Singapore’s heart.

Singtel has redefined sustainable retail with its flagship store, Singtel Shop 313@somerset, clinching the Sustainability Initiative of the Year at the Retail Asia Awards 2024. This achievement celebrates Singtel's innovative approach to integrating state-of-the-art retail solutions with robust environmental stewardship, aimed at achieving net-zero emissions by 2045.

Located in the bustling shopping district of Somerset, the launch of Singtel’s flagship store marks a significant evolution from its 22-year tenure at the Comcentre. Singtel has transformed the retail experience not just through advanced technology but also through conscientious sustainability practices. The store's design incorporates upcycled materials and energy-efficient fittings, which collectively underscore Singtel’s commitment to environmental sustainability.

Key to the store’s redesign was the creative reuse of materials. Furniture from the previous Comcentre location has been upcycled for use in the customer service area, as a nod to the company’s past whilst reducing environmental impact. Furthermore, the store has been fitted with motion sensor lighting and repurposed timber from Comcentre that has been transformed into floor tiles, showcasing innovative reuse in action.

Singtel’s sustainability efforts are also embodied in the staff uniforms, revamped in collaboration with the Singapore Fashion Council and local design house, Nyana Nyana Eco Fashion. These uniforms are handwoven and printed with natural dye inks, minimising resource consumption and enhancing staff comfort and functionality. Additionally, staff pouches crafted from upcycled fabric from Comcentre further demonstrate Singtel’s dedication to material repurposing.

A dedicated sustainability corner within the store highlights Singtel’s green initiatives. Despite a reduction in retail space, this area promotes sustainable living through a vertical farming installation in partnership with Grobrix. The farm's produce is harvested periodically and donated to the community, enriching community ties and promoting sustainable eating practices.

E-waste recycling is another pillar of Singtel’s sustainability strategy. Placed outside the store, two e-waste recycling bins encourage the public to take action to reduce their environmental impact. These bins collect unwanted electronic products, including a special slot for batteries, which are then processed by ALBA and Engineering Good—Singtel’s recycling partners. Donated items are refurbished and distributed to low-income families and seniors, supporting circular economy principles and reducing e-waste.

To further encourage customers and the wider public to make sustainable choices, Singtel has launched several initiatives, including a Teenage Mutant Ninja Turtles-themed eco-campaign with Nickelodeon to raise awareness of the impact of e-waste and promote the use of designated recycling bins for electronic devices. 

The Singtel Shop at 313@somerset has not only been a showcase in retail transformation but also a sustainability leader. It was certified Green Mark Platinum by Singapore’s Building and Construction Authority (BCA), validating its efforts in sustainable retail. Through innovative retail strategies and a commitment to sustainability, Singtel continues to lead by example, proving that corporate responsibility can go hand in hand with providing a superior customer experience.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].