A Growing Housing Market That Fuels Demand for Furniture
Singapore’s housing cycle continues to create strong demand for home-living products, especially with the steady launch of Build-To-Order flats. New homeowners, young couples and families stepping into their first home often begin making furniture decisions early, exploring ideas that match their lifestyle and interior preferences. This group forms a highly valuable audience for furniture brands, as they are actively seeking inspiration and ready to invest in quality pieces.
With this surge in home creation and renovation, brand visibility becomes crucial. Furniture brands that establish a strong presence in high-traffic environments are more likely to influence early decision-making and remain top-of-mind when homeowners eventually shortlist and visit showrooms.
King Living’s recent Digital Out-of-Home (DOOH) campaign along Alexandra Road highlights how strategic location can amplify brand relevance. By placing messaging directly along the path to its showroom, the brand reinforced awareness and captured the attention of a highly engaged, decision-ready audience.
This campaign created a seamless connection between outdoor visibility and in-store experience — aligning the digital message with physical presence, and guiding the customer journey from inspiration to evaluation. It’s a compelling example of how thoughtfully placed OOH media can drive showroom visits and build lasting brand recall.
Alexandra Road: A High-Impact Corridor for Home Living Brands
Alexandra Road has grown into one of Singapore’s most recognisable home-living belts, lined with furniture showrooms, lifestyle retailers and interior design studios. Alexandra Road and its surrounding precinct have steadily developed into a notable home-living destination in Singapore, supported by the presence of major furniture and lifestyle retailers. The area hosts well-known showrooms such as King Living at Leng Kee Road,the King Koil and Ashley Furniture Homestore megastore at Jalan Kilang Barat, as well as the long-established IKEA Alexandra, all of which draw homeowners, renovators, and interior-design shoppers.
Homeowners and BTO collectors naturally gravitate here to explore design options, browse products and compare styles. This makes the corridor a powerful location for brands seeking exposure to high-intent audiences.
The Perfect Media LED screen at Queensway Shopping Centre sits directly along this same corridor, en route to King Living’s flagship showroom. Its positioning allowed King Living to reach audiences at the perfect moment: while they were in the mindset of upgrading their homes and actively exploring furnishing options. The presence of slow-moving traffic and frequent traffic junctions along Alexandra Road further enhanced ad exposure, offering long viewing windows that increased retention and recall.
This DOOH placement gave King Living the opportunity to deliver a clear, focused brand message to thousands of drivers and passengers just minutes before they reached the showroom.
Why OOH Creates Strong Impact for Furniture Brands
Furniture shopping relies greatly on visual inspiration. Potential buyers imagine how a piece fits into their home, how a room comes together and how certain materials or colours complement their interior style. DOOH provides an ideal platform to showcase this, presenting lifestyle visuals, textures and room settings in vivid quality that captures attention immediately.
Unlike digital ads that can be skipped or ignored, DOOH remains in the physical world, standing in front of audiences throughout their daily movement. This steady, non-intrusive presence helps reinforce branding and builds trust over time. For premium furniture brands, this form of visibility strengthens their design positioning and increases the likelihood of becoming part of the homeowner’s research and shortlist.
Turning DOOH Visibility into Real-World Showroom Visits
Digital screens have the power to capture immediate interest by showcasing furniture in beautifully styled settings. Once that attention is gained, the next step in the customer journey often moves into the physical realm. In the furniture retail space, consumers want to see the product up close, feel the materials, and experience its comfort firsthand.
For King Living, the short distance between the Queensway LED screen and its showroom along Alexandra Road created a natural transition from brand exposure to physical action. The digital screen captured attention and planted inspiration, while the nearby showroom offered an immediate opportunity for consumers to explore, test, and experience the furniture in person.
In the world of home furnishing, this connection is especially valuable. Furniture decisions depend on physical interaction — feeling materials, testing comfort, and visualising fit within a space. The DOOH campaign served as a powerful prompt, guiding high-intent audiences from passive awareness to active showroom visits, and helping complete the customer journey in a meaningful and measurable way.
Bring Your Furniture Story to Life with The Perfect Media
Looking to connect with homeowners, BTO buyers, and lifestyle-driven shoppers across Singapore’s key furniture corridors? The Perfect Media delivers strategic OOH and DOOH placements that help furniture brands stand out, spark inspiration, and guide audiences from discovery to showroom visit.
Contact us now at:
Email: ask@tpmoutdoor.com
WhatsApp: (+65) 8812 0555
