A couple of years back, it opened its only store (at least that was what I knew of) in Ngee Ann City, a white minimalist store with a few mannequins in the windows showcasing their latest outfits, which was nice, but definitely overpriced for high street and especially for Singapore where you can almost find similar clothing, perhaps not as of superior quality to theirs. So as you guessed, I did went in a few times, but never tried any of their clothing, let alone buy them. In short, none of their brand identity stood out, neither unique clothing design nor competitive pricing.
The store was closed down and only until last or this year. I was excited but disappointed at the same time? It opened exactly at the same spot, which was convenient enough to let their good old customers visit them, but that's all?! I mean seriously, if a store closes previous and makes a comeback, whether as a customer or the store should be expecting some form of upgrade or new strategies to stand out? It doesn't help that they are located near Zara, which stocks a similar fashion style in the more mature section (if they have a name for it, please let me know.) with the same in-store decoration.
But guess what? When I just visited the store again last weekend, it moved! Mainly due to the expansion of Zara (the new store layout of Zara needs another entry of discussion.). Lo and behold! Larger windows, and a new store façade!
I bet the windows were twice the original size!
I learnt this word 'façade' when I was studying in London because most stores on the street were housed in old buildings and usually what stores would do is to incorporate that façade into that into their in-store design as well. In Singapore, most stores are in malls and are so confined to the rectangular shapes which are BORING. 
So I actually appreciate Club Monaco in creating this arched façade on the exterior and adding similarly shaped doors which brings focus to the main store front display! Very inviting! And because you can't totally see the other parts, it's like enticing you, "Come in, we have more to offer!"
The windows, though simple, clearly made its point.
For one, SPACE CONSTRAIN and also coupled with high retail space rentals would rarely allow most boutiques to have a display window this big. Or rather, the stores would rather stock merchandise that sell. But that is where most underestimate the value of a window.
This window to me, is definitely a thumbs up!:
1. From a commercial and economical point of view, the props are cheap and easy to make; It's actually weathered/old pages of newspaper or books that are rolled up into cones and put together to create a radiant carnation flower pattern of various sizes. (Not sure if they take a lot of time to hang up though.) And that's great, because cost is always an issue for the store displays; retailers want minimum amount spent for maximum sales.
2. The merchandise are the FOCUS of the window: Note that the long window is split by the thin pillars into four smaller windows, bringing focus to each garment "set" in each of the windows. The black/dark grey background is in good contrast with the clothing and the carnation patterns are varied in size to make it less monotonous in the otherwise rather symmetric display. And on closer inspection, you realise that the carnation patterns are actually strategically positioned to direct the eye to the mannequin/garment.
The only pity I would say is the decal of the brand's name placed at near bottom of the window which seems to be of the same colour as the mannequin's "skin tone" and disguises it? I would choose white and place it above the mannequins level instead. Or omit it totally. But overall, fantastic job! I see more traffic flow as compared to the past!
xoxo,
Yuhan
P.S.: I might go back again since I didn't have the time to look through the in-store layout while I was there the other time.
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