Retail in Asia

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Spirits retail salon The Proof Flat opens in Singapore

The Proof Flat Singapore opening spirits - Retail in Asia

A new spirits and cocktail retail ‘salon’ has opened in Singapore.

Dubbed The Proof Flat, the new space is located on HongKong Street and is the third retail experience launched by Proof & Company — the firm also behind award-winning bar concepts 28 HongKong Street and Manhattan Bar.
The Proof Flat is a residential apartment, situated on the second floor of a 1940s’ Singapore shop house. It is home to the fictional EC Proof, the embodiment of Proof and Company and an ‘advocate for extraordinary spirits’.
“We imagined the apartment as the place where EC’s friends would visit him to hang out and relax with bartenders and distillers, sampling some of the world’s best artisanal spirits,” said Proof and Co founder Spencer Forhart, a press release.
The bricks and mortar retail salon is for those who appreciate fine spirits and cocktails – and value insider advice from some of the industry’s most prolific drinks experts.

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Customers enter a stylish ‘home’ where they can taste and purchase a wide array of spirits (roughly 350 bottles), as well as get the full set of apparatus required to setup their own at-home bar. The Proof Flat also accepts personal appointments and includes bar tools, bar pantry items and books on cocktails and spirits.
The store design is by the group’s long-time collaborators, Matt Shang and Paul Semple from multidisciplinary design studio, Hassell.
Inside, a neutral palette of whites and marble floors meets glossy cabinetry and panelling of teal blue with burgundy contrasts.

The Proof Flat Singapore opening spirits 2 - Retail in Asia

Key styling points include customised furniture pieces from Indonesia, an ethnic rug from Turkey, as well as reindeer pelts and portraits of fictionalised characters, known to the elusive EC Proof.

The Proof Flat also boasts an e-commerce store found at