Leica’s latest boutique at South Beach Quarter flexes the brand’s century-long heritage
“Which part of this camera is most important?” asks Sunil Kaul as he holds up a Leica SL3-S.
“The lens,” I reply, prompting Kaul, managing director of Leica Asia-Pacific, to nod in agreement. Before I could allow myself to feel a tinge of pride for getting the admittedly basic question right, Kaul moves on, regaling me in yet another chapter of Leica’s storied heritage.
In truth, all he needed to do was open the doors to the brand’s new flagship store at South Beach Quarter. A picture, after all, paints a thousand words. And what is its new flagship store if not a pretty picture of the German manufacturer’s century-long grip on the photography world?
But expecting the path of least resistance from Leica is, perhaps, to misunderstand the brand. This is, after all, the brand that releases digital cameras without screens and produced a 45-minute advertisement in 2014 that depicted nothing but the polishing of an aluminium chassis. Leica, for better or worse, isn’t in the habit of doing things conventionally.
“Our origin, our philosophy, is to focus on the essentials,” says Kaul. “We focus on these elements and let them drive what needs to be driven.”
If the brand’s modus operandi is a hyperfixation on the essentials, then its new boutique suggests a broader interpretation of the term. Aside from a dedicated space for its Leica Galerie, an area within the boutique where the brand exhibits the works of esteemed photographers around the world, the boutique also houses a cafe with both indoor and outdoor seating.
Although it may sound haphazard on paper, the flow of the space is surprisingly seamless and natural, with visitors getting a rich and tactile experience of the brand’s history and craftsmanship as they walk through, accentuated by a collection of arresting photographs and paraphernalia placed around the boutique.
“There has to be an intellectual component here,” says Kaul. “We try to connect the dots and tell the story about how Leica came to be. That’s why we have a replica of the manhole cover where Oskar Barnack stood and (using the first Leica camera) took his first photograph right at the front of the store.
In more ways than one, the boutique appears to possess an implicit deference to old-world values and charm. While Leica’s century-old heritage is palpable as soon as you step into the store, the building itself is also grounded in history. The restored colonial building was used as an artillery warehouse in the early 20th century, storing weapons built to be aimed and shot. A purpose, Sunil Kaul, with a mischievous grin on his face, tells me is more than a little similar to its purpose today.
Of course, for all the celebration of an older time, it is current-day patrons who will determine the success of the new store. Whether you’re a neophyte searching for your first camera or an avid fan of the brand’s cameras, watches, and home theatres, the store appears poised to be a welcoming community and cultural hub, designed to provoke a meeting of minds between artisans and artists.
“The aura of Leica comes from two elements,” explains Kaul. “The engineers who manufacture our products, and the people who use these products to create. Here, you get a chance to meet people who can change the world, and people who share the truth. You get to interact with these artists.”
