The PENSHOPPE Clubhouse and SIPP Redefine the Flagship Experience

Photo courtesy of PENSHOPPE

PENSHOPPE redefines its flagship experience with The PENSHOPPE Clubhouse, a revamped retail space launched alongside SIPP, its new in-store beverage concept that blends fashion, lifestyle, and immersive discovery

PENSHOPPE has officially launched its newly revamped flagship store, The PENSHOPPE Clubhouse, marking the nationwide rollout of its refreshed retail concept alongside SIPP, the brand’s new in-store beverage experience.

The updated space introduces a more immersive approach to retail, with a redesigned layout that feels intentional and experience-driven. Rather than focusing solely on product display, the store encourages a slower, more engaging way of exploring the collections, with a natural flow that draws attention to key pieces and styling moments. The store is thoughtfully divided into zones, including denim, fragrances, and key seasonal collections, allowing customers to explore each category in depth.

The latest collections are presented throughout the flagship in a more curated setting, allowing each piece to be discovered in context. The display approach emphasizes interaction and exploration, aligning with PENSHOPPE’s direction toward a more expressive and elevated retail experience. The PENSHOPPE Clubhouse also serves as the first destination for the brand’s latest capsule collections, giving customers early access to seasonal highlights.

VP for Strategy and Sales, Bryan Liu, shared that The PENSHOPPE Clubhouse reflects a broader rethink of physical retail in the age of e-commerce, anchored in creating a destination worth visiting.

“One of the key questions we asked ourselves when designing this store is: if we want to be a clubhouse, how do we make people want to come here?” he said. “We identified spaces where we can eventually turn it into more social areas. A clubhouse is a place to be social, get together, and spend time. It has to compete with online convenience by offering a different kind of experience in-store.”

He added that the design process explored a multi-sensory approach, but was carefully refined to ensure balance. “Our intent was to make the experience full,” Bryan explained. “We used a five-senses framework, but early on it became a bit overwhelming—lights, sound, smell—so we had to intentionally craft it so it wouldn’t feel too intimidating when you walk in.”

He also emphasized that curation remained central to the final execution, noting, “We prioritize who the brand is.” Music also plays a central role, with curated playlists, in-store announcements, and the potential for live performances to connect with the community.

A new addition to the revamped space is SIPP, which brings a lifestyle layer into the store as PENSHOPPE’s new in-store beverage experience. Launched within the PENSHOPPE Clubhouse, SIPP creates space to pause, gather, and engage—all within the rhythm of the store. Anchored on the idea "Not Your Usual Cup,"  SIPP offers a curated selection of specialty drinks spanning coffee, matcha, and tea-based creations, crafted for creativity, familiarity, and discovery.

The menu breaks away from conventional formats with a ready-to-pour system, serving drinks entirely from tap for a consistent, efficient, and visually engaging experience. Signature drinks include the Ube Latte, Coffee Berry Fizz, Coco Matcha Cloud, Shaken Black, Granola Oat Latte, and Raspberry Tea Fizz—all served iced in 12-oz cups and thoughtfully priced below PHP 200 to encourage exploration.

Visually, SIPP carries a vibrant and high-energy design language that complements The PENSHOPPE Clubhouse while establishing its own identity, blurring the lines between shopping and lifestyle. The launch also featured collaborations with Manila-based artists Mark Weigh, JP Pining, and Jethro Olba, who reinterpreted PENSHOPPE’s iconic Crew Bear, bringing local creativity into the space in a fresh, expressive way.

According to PENSHOPPE Vice President Brandon Liu, the move into F&B is rooted in how the brand responds to evolving consumer lifestyles. “We look at customers, how their lifestyles are evolving and changing, and we adapt to them,” he shared. “Whether it’s music, lifestyle, the drinks they’re looking for, and global trends like matcha—we also try to be there. It only made sense for us to get into that space.”

He added that this same mindset extends across other brand developments, including active lifestyle offerings. “Recently, we also launched an activewear line with Penshoppe Play. It’s that kind of same rationale—we saw customers becoming more health- or active-conscious, looking for something different. That’s how we adapt.”

Within the store, SIPP is positioned as more than an add-on, but as part of a broader experience that blends retail and lifestyle. “I hope they like the store concept and this look,” Brandon said. “Whether maybe it’s a drink or experiencing one of the pieces in the collection, I hope we’re able to make their day a little bit better and leave them a little bit happier.”

For him, success is defined beyond traditional retail metrics. “We see SIPP and PENSHOPPE as one,” he explained. “As long as the customer leaves the store happy, that’s already a success. You can talk about the commercial side, sales—but at the end of the day, it’s customer loyalty and them wanting to go back willingly. It’s not just about the product, but about building a total lifestyle that we want to be part of our customers’ lives.” The store and SIPP concept are designed to evolve constantly, reflecting new trends, seasonal drops, and the changing needs of its community.

To celebrate the launch, guests were also invited to experience the store firsthand, exploring the new space and the latest collections in a more immersive in-store setting with curated moments throughout the visit. Even before fully stepping inside, long lines had already formed as visitors eagerly awaited exclusive first access to special launch promos and in-store offerings.

The occasion was further highlighted by the presence of Club PENSHOPPE members—including Jayda, Jeff Moses, Charlie Flemming, Josh Ford, and Bianca De Vera—who reinforced PENSHOPPE’s growing creative community and added a familiar presence within the newly reimagined space.