From shophouse to brandhouse: How businesses create identity through heritage

Row of shophouses in Boat Quay (Image credit: EdgeProp, 2021)

In a city that’s constantly reinventing itself, some of the most memorable brands are choosing to root themselves in the past. From boutique cafés and concept salons to design studios and art galleries, shophouses are no longer just places of trade, they have became brandhouses, where architecture and identity meet.

Architecture as a branding tool

In Keong Saik, Ann Siang, or Joo Chiat, you’ll notice something different about the businesses there. Instead of glass-fronted retail units, you’ll find charming five-foot ways, Peranakan tiles, and timber windows, each element telling a story before you even step inside.

For many entrepreneurs, especially those in F&B, retail, and lifestyle sectors, these architectural details are part of the branding. They signal authenticity, artistry, and care. Those are qualities that are increasingly hard to express in a standard mall unit. 

Why the new generation loves old walls

A shophouse interior that has been reworked with nostalgic look in Geylang (Image credit: The Straits Times, 2025)

Younger consumers, particularly Gen-Z and millennials, are drawn to brands with personality and purpose; their strong love for the past is shaping the futureThey value spaces that feel genuine, photogenic, and rooted in local culture. A shophouse captures all three.

Its imperfections become part of the appeal: uneven floors, exposed beams, and vintage shutters create an atmosphere that feels lived-in yet timeless. For entrepreneurs, this is strategy. It invites social media sharing, drives organic discovery, and anchors the business in Singapore’s heritage while staying fresh and relevant.

Visibility vs. intimacy: Choosing the right street

The most successful brandhouses strike a balance between visibility and intimacy.

Busy stretches like Amoy Street, Bussorah Street  or Holland Village offer strong foot traffic and instant exposure, which is ideal for cafés and retail concepts. 

Quieter lanes such as Blair Road or Neil Road, meanwhile, provide privacy and character, perfect for creative studios or high-end salons seeking a more curated clientele.

Ultimately, the choice depends on what kind of brand story you want to tell: do you want to be discovered by many, or remembered deeply by a few?

A shophouse offers a stage for storytelling. For business owners, it’s where heritage becomes a differentiator, and architecture becomes identity. As trends come and go, the allure of a space that blends history with modern purpose remains unmatched.

Looking to turn a heritage space into your next brand statement? Our PropNex Shophouse Elites team connects entrepreneurs and investors with rare shophouses that inspire ideas — and house success. Contact us today to find the perfect address for your brand!