Local music store Swee Lee opens its first flagship for a different kind of musical-meetslifestyle experience.
Founded in 1946, Swee Lee opened in Capitol Theatre at a time when rock ’n’ roll was gaining momentum in the West. It was the musical-instrument store for sought-after Fender, Gibson and Taylor guitars (Ed Sheeran and Taylor Swift are fans).
Sixty-six years later in 2012, when Kuok Meng Ru – third son of agribusiness tycoon Kuok Khoon Hong – acquired the company, the business introduced its e-commerce arm, which now sells more than 10,000 musical instruments and related accessories from 100 brands, and DJ equipment (because spinning is so in).
Last November, Swee Lee added another new chapter to its story: a 5,000 sq ft space at The Star Vista where music is a lifestyle – buy records, get a customised guitar made in the VIP room, take music classes at the academy (choose from private or group packages), have a signature cold brew (beans from Common Man Coffee Roasters) and eat freshly made waffles at the cafe, shop for cult sneakers, and maintain or repair your guitar.
“It’s about integrating all these elements of music into an authentic music lifestyle experience,” says the 29-year-old Kuok, MD of Swee Lee (he also owns 49 per cent of Rolling Stone magazine). “It’s a place for music lovers of all ages and backgrounds to come together and introduce others to music. Music has the power to bring people together and is a valuable form of self-expression.”
So far, the crowd has been diverse and promising. “We’ve seen a variety of customers, from white-collar workers to students and industry guys to grandparents with their grandkids. It’s awesome,” says Kuok. – HIY
The byappointmentonly VIP room specialises in making customised six-strings.
The service starts at $3,000.
The lifestyle section stocks sneakers from Adidas, Converse and Onitsuka Tiger; local label Biro’s made-in-Japan menswear; Kanken backpacks from Sweden; Happy Socks; and vinyls.
Swee Lee’s cafe, Social Club, has a secret menu for testing flavours and new dishes. It includes smoothies (one named after The Beatles’ Strawberry Fields Forever) and desserts (ice cream, waffles, and sweet toast).
