Changi Airport Group partners Singapore Polytechnic to provide real-world lessons for students through SPELL, a retail store wholly run by SP students
Singapore, 20 September 2011: Singapore Polytechnic (SP) and Changi Airport Group (CAG) today announced the opening of the Singapore Polytechnic Entrepreneurship Living Lab (SPELL), an off-campus retail store run by students of SP. SPELL was created in line with SP’s mission to allow their students to put entrepreneurial thinking into practice through authentic learning. This is also the first time that CAG is partnering an educational institution in setting up a retail business at Changi Airport.
Retailing a wide range of street wear including fashion apparel and accessories, SPELL is the combined effort of 100 students across various disciplines, including business administration, communications, accountancy and electrical engineering. The students are wholly responsible for the operations of the 54 sqm outlet – from product sourcing and determining the retail mix, to preparing to get the store up and running, and sustaining its business in the long run. The product offerings are targeted at teenagers and young adults, and priced affordably from $7 for a small leather purse to about $99 for a jacket.
Besides tapping on the talented student population, SPELL is also collaborating with industry partners, such as Motorola, to enhance the customer’s overall retail experience through the use of technology. With Motorola’s Magic Mirror, customers will be able to see how they look like in SPELL’s clothes without having to physically try them on.
The Magic Mirror surface, while indistinguishable from that of a traditional mirror, is in fact equipped with a radio frequency identification (RFID) reader. The RFID reader is an intelligent fixture that is able to recognize the garments held up in front of it, and respond with a display of helpful information such as quality of fabric, available sizes and colour, and suggestions of other items that the shopper would be interested in.
Dr Timothy Chan, Director of SP Business School, said, “SP has always firmly believed in authentic learning, and SPELL is an example of how we are embracing authentic learning and applying it to the real world. It will sharpen students’ business acumen and hone their entrepreneurial thinking. Through the partnership with CAG, students would gain invaluable out-of-classroom insights as their business involves not only local shoppers, but also tourists from all over the world. We are confident that students would have a much keener sense of business after working on SPELL.”
CAG’s Vice President for Landside Concessions, Ms Hung Jean said, “In addition to the aviation galleries at Changi Airport and visits we host for schools, this is part of our effort to contribute to the learning of students in Singapore. We are very happy to partner Singapore Polytechnic on this project. SPELL provides a real-life business setting for the students to put into practice what they have learnt in school.”
Gavin Ting, SPELL Manager and recent graduate of SP Business School, said, “Collaboration and practical experience are definitely the two highlights from my experience at SPELL. We worked with students from various disciplines, and have gained experience in areas such as enterprise development, sourcing, risk taking, and even building relationships with suppliers and customers. I believe that being part of SPELL has definitely given us a taste of what to expect once we enter our respective industries.”
Address: #B2-52/53, Terminal 3, Singapore Changi Airport
Opening hours: 10 am – 11 pm
Tel: (65) 62143858
Email: [email protected]