ScandAsia Singapore - January 2013

JAN 2013

Singapore

Building the brand ScandAsia.dk

ScandAsia.fi

ScandAsia.no

JanuaryScandAsia.se 2013 • ScandAsia.Singapore 1

Opinion

ScandAsia - be a part of it!

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013 will be the year, where you will start receiving ScandAsia every month. A monthly magazine will give you shorter delivery time between events and activities in the community and the report in the magazine, how it all went down.

But a vibrant, Scandinavian community in Singapore doesn’t happen by increasing the frequency of ScandAsia. The key is the involvement of each individual in the many organisations. A few lines from a poem that was once quoted to me by the Chairman of one local Scandinavian organizations comes to mind:

Your FREE ScandAsia Magazine in Singapore

Are you an active member the kind that would be missed?

Or are you just contented that your name is on the list?

ScandAsia is the only magazine that covers all the Danish, Finnish, Norwegian and Swedish residents in Singapore.

ScandAsia also needs you. If you are like most readers, you enjoy seeing all the little things that go on in your community reflected in the magazine. These articles do not appear by themselves. By the end of the day these reports appear in the magazine because active members have helped put them there. I am not only talking about the big Gala Dinners here - I am talking about the long haul done by school associations, the business association meetings, the coffee mornings.

We also publish a ScandAsia magazine in China, Thailand, and the rest of South East Asia.

Please sign up for your own FREE copy: www.scandasia.com Publisher : 211 Soi Prasert Manukit 29 Prasert Manukit Road Chorakae Bua, Lad Prao Bangkok 10230, Thailand Tel. +66 2 943 7166-8, Fax: +66 2 943 7169 E-mail: news@scandasia.com

This spring, you should seriously consider getting involved in the work that you find most interesting. Show up at more events. Volunteer to be on a committee of your interest. Ask what you can do for your Association, not what your Association can do for you. In most cases, it will be rewarding in itself.

Next time you participate in an event, ask one of the organisers if they have plans to send ScandAsia a report and a photo. If not, suggest yourself!

Also, every time you discover a new side of Singapore - or indeed a getaway form Singapore - consider sharing your discovery with the other readers.

Making the magazine better for the readers also means adding value for our supporters - our advertisers, who make it all possible. Some advertise in ScandAsia because it makes good business sense. Some advertise consider it part of their Corporate Social Responsibility. Some see it as a mix.

Editor-in-Chief : Gregers A.W. Møller gregers@scandmedia.com

If you are fortunate to be in a position where promotional budgets are being allocated - consider if the Scandinavians in Singapore would not be an excellent target group for your product or service?

Assistant Editor: Wachiraporn Janrut wachiraporn@scandmedia.com

On behalf of all the readers, I would like to express my deep grateful for all the support we have received in 2012 and hope to be of service in the year to come.

Advertising : Frank Leong frank@scandmedia.com Finn Balslev finn@scandmedia.com Piyanan Kalikanon piyanan@scandmedia.com Nattapat Maesang nattapat@scandmedia.com Graphic Designer : Supphathada Numamnuay supphathada@scandmedia.com Distribution : Wanvisa Rattanaburi wanvisa@scandmedia.com Printing : Advance Printing Services Co., Ltd.

Daily news and features here: www.scandasia.com

Gregers Moller is the Editor-in-Chief of ScandAsia and the founder of the Scand-Media Group. He has lived in Thailand since 1988.

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GESS - Giving Children Roots and Wings International education in German and English from Pre-School to Grade 12, encouraging students to develop their strengths and become balanced, responsible and informed world citizens 1,500 students of more than 50 nationalities Authorized IB World School for PYP, MYP, and IB Diploma programmes taught in English (est. 2005) German curriculum with all school leaving certificates (founded 1971) Dedicated, caring international staff. Low student to teacher ratio 2 green, spacious campuses close to nature reserves Modern facilities and ICT, bright airy classrooms Wide range of co-curricular activities including vocal and instrumental programme C.A.R.E.@GESS uniting charity, community service and environmental projects offering students hands-on encounters and understanding of Asia.

GESS 72 Bukit Tinggi Road, Singapore 289760 www.gess.sg . info@gess.sg . Tel: +65 6469 1131 CPE Registration Number: N05-01-443, Period of Registration: 22/06/2011 - 21/6/2017

Coming Events

Swedish House Mafia - One Last Tour Date: 17 January 2013 Location: Singapore Indoor Stadium Swedish House Mafia will perform in Singapore! Best known for its house hits such as ‘Miami to Ibiza’, ‘Save the World’ and ‘Don’t You Worry Child’, the Swedish band consists of Axwell, Steve Angello, and Sebastian Ingrosso.

Their second and most recent album “Until Now” has wowed fans and topped the mainstream British charts after it was released. However, it was announced that the group is breaking up.

The gig on 17 January at Singapore Indoor Stadium is part of their farewell global tour, which is appropriately named “One Last Tour”.

Interested people are suggested to get tickets quick. Swedish House Mafia shows have a history of selling out!

For more information and ticket purchasing, visit www.sistic.com.sg or call +65 6348 5555

Art Stage Singapore

Kings of Convenience to perform at Laneway Festival

Date: 24 – 27 January 2013 Location: Marina Bay Sands Singapore If you are into arts, this is an event not to be missed! The international trade show will feature the latest products and services related to arts including art projects, fine arts, art center activities, video installations, unique art works, modern or contemporary art works, art and cultural work. The aim is to bring into lime light the importance and value of contemporary art and cultural works in the recent times. The highlights will include demonstrations, workshops and educational seminars.

The exhibitors will also include over 120 galleries; 75% of which are from the Asia Pacific region and the remaining 25% are leading international galleries. There will be a record number of 18 Singapore-based galleries participating (compared to 12 galleries in 2012). Singapore is the largest participant by country, followed by China, Japan, Australia and the UK.

Date: 26 January 2013 Location: The Meadow at Gardens by the Bay 18 Marina Gardens Drive Singapore 018953 As a part of St Jerome’s Laneway Festival in Singapore, internationally acclaimed Norwegian indie folk-pop duo “Kings of Convenience” will perform at The Meadow, Gardens by the Bay. Famous for their delicate tunes and soft voices, the duo consist of Erlend Øye and Eirik Glambek Bøe. Their released albums include “Quiet is the new loud” (2001), “Riot on an empty street” (2004), and “Declaration of Dependence” (2009).

The lineup will also include international artists such as ALT-J, Bat for Lashes, Cloud Nothings, Divine Fits, Gotye, Japandroids, Kimbra, Nocolas Jaar, Of Monsters and Men, Polica, Real Estate, Tame Impala, and Yeasayer.

For more information and ticket purchasing, visit www.sistic.com.sg or www.eventclique.com

For more information, visit www.artstagesingapore.com

SWA - New Year’s Lunch Date: 31 January 2013, 12:00 – 14:00 Location: Marche` Vivo City, 1 Harbour-Front Walk, Sky Park #03-14, Singapore 098585 To celebrate the new year together, Scandinavian Women’s Association (SWA) is organizing a New Year’s Lunch at Marche` Vivo City on 31 January 2013. The ladies from SWA are looking forward to seeing you!

To sign up, contact Lisa Thrane at lthrane@me.com or call +65 9730 5936 4 ScandAsia.Singapore • January 2013

Amazing Santa Lucia celebration

Past Events

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lmost 90 guests took part in the festive celebration of Lucia in Singapore at the Swedish Residence on 13 December 2012.

Swedish Ambassador Ingemar Dolfe welcomed all friends of Sweden and described how the celebration of Santa Lucia is traditionally carried out in Sweden.

An additional Lucia event was held at the Swedish Residence by the Defence Department of the Embassy. This gave the guests from the defence sector the opportunity to enjoy the beautiful singing by the choir.

On both occasions, the Swedish Women’s Educational Association (SWEA) offered the guests a taste of Swedish culture as the Lucia procession entertained the guests with traditional Lucia songs and beautiful Christmas carols.

Many of the Singaporean guests experienced a Lucia procession for the first time and they said they were impressed by the striking ambience created by the choir. Traditional Swedish Christmas delicacies and glögg were available for guests to enjoy. (c) Hema Selva

January 2013 • ScandAsia.Singapore 5

Past Events

Reception in the spirit of Nobel

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bout 30 distinguished Swedish researchers based in Singapore and their research colleagues from different universities and organizations have recently attended the Nobel reception at the Swedish Embassy in Singapore.

At the event, the Swedish researchers presented this year’s Nobel Laureates. It was an evening to celebrate the spirit of research, in memory of Alfred Nobel, together with sharing of experiences and discussions on what the future might bring.

The Nobel prizes are annual international awards given out to individuals who made significant contributions or advances in physics, chemistry, physiology or medicine, literature and peace.

The prizes were established by Alfred Nobel, the inventor of dynamite, through his will from 1895 and were first awarded 1901. Each Nobel Prize is regarded as the most prestigious award in its field.

The close research co-operation between Sweden and Singapore will be highlighted in March 2013 during a workshop and conference at NTU (Nanyang Technological University). This is a joint venture between NTU, the Agency for Science, Technology and Research (A*STAR) and National University of Singapore (NUS) on the Singaporean side and the Swedish Research Council on the Swedish side.

The Man Behind the Nobel Prize Guests at Nobel reception

Prof Daniela Rhodes from NTU

Singaporean Vikings Xmas game

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nother great Christmas party was celebrated in Singapore on 8 December 2012. The Singapore Vikings started the day with a field hockey match where the ‘young’ team beat the ‘old’ team in what ended in a thrilling penalty shootout. The lunch was held at the Danish Seamen’s Church before their Sponsor Charlie’s Bar hosted the later stages of a fantastic day.

Back from Left: Mads, Marco, Ranck, PMI, Steffen, Skov, Charni, Jonas, The Hair, Salling, Hamsom, Bihlet.

Front from left: Domino, JC, Casi, Tommie, Hotan, Corfitz, Tvilde, Moller, Thye.

Winning Team: “Young” Back from Left: Domino, Marco, Jonas, PMI, Ranck, Charni In Between: Casi Front from left: Tommie, Hotan, Steffen 6 ScandAsia.Singapore • January 2013

Swedish industrialist and chemist Alfred Nobel (1833-1896) was the inventor of dynamite. In his will, he gave all his wealth to the prestigious Nobel prizes. An obvious business success, Alfred Nobel’s personal life was lonely and punctuated by tragedies. His brother Emil, a lab worker, died in an explosion and his unscrupulous French business partner, Paul Barbe, killed himself.

But perhaps the greatest tragedy was that this shy pacifistic introvert believed that the creation of weapons of mass annihilation would make wars impossible forever.

Correction Note In the December 2012 issue of ScandAsia Singapore magazine, we’ve published news titled “Danish PM met with Singaporean Colleague” on page 13 with the wrong image.

Pictured with Danish Prime Minister Helle Thorning-Schmidt was in fact Chinese Premier Wen Jiabao. In the picture, the two met on 11 September 2012 to strengthen the bilateral relations between Denmark and China.

The Danish Prime Minister later that day spoke at the World Economic Forum held in China.

Unfortunately, the correct image of Danish Prime Minister Helle Thorning-Schmidt with Singaporean Prime Minister Lee Hsien-Loong at the Asem summit in Laos is not available. Thank you to the many readers who alerted us to the mistake.

News Brief

Åge Aleksandersen performing in Singapore

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ongwriter and performer, Åge Aleksandersen and his leadguitarist over 30 years, Gunnar Pedersen, the man behind the guitar solo on “Lys og Varme”, will perform at The Tanglin Club on 15 March 2013. Åge is one of the main initiators and creators of the so called “Trønderrock” movement, a rock-’n’-roll style emerged out of Trøndelag, a region in the central part of Norway, anchored in Anglo-American folk-rock traditions, but with strong elements of local culture and traditions. He is the most celebrated and profiled rock-musician in Norway with a significant Scandinavian fan-base.

With his band “Sambandet” he has toured Scandinavia for more than 40 years.

This year he has parked “Sambandet” and is holding a concert series together with Pedersen performing and explaining how his songs have originated and developed. The inspiration and history of the songs are told through a dialogue between Åge, Pedersen, and the audience, delivered in a sordined musical landscape.

The concerts have received fantastic reviews in Norwegian newspapers and all concert dates since the start of the tour have been sold out.

Don’t miss out on this unique opportunity to experience Åge and Pedersen in this one-off live performance in Singapore.

Ulstein to supply PSV design and equipment for Britoil

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lstein, a Norwegian provider for ship design and ship building, has signed a contract on 8 November 2012 with Singapore-based Britoil Offshore Services to provide the design and equipment packages for its two platform supply vessels.

The vessels with Ulstein’s new PX121 designs will be constructed at Britoil’s own yard in Indonesia, on the island Batam. The XBOW vessels will mark Britoil’s entry into the PSV market.

“Britoil is a new customer for Ulstein,” says Deputy CEO Tore Ulstein, “and we are very happy that the company is now selecting Ulstein designs for their entry into a new market segment. We strongly believe that Britoil will find the new PX121 vessels to be a cost-effective and attractive complement to their fleet,” says Ulstein.

While having the same hull lines as “Blue Fighter” and “Blue Prosper”, both delivered from Ulstein Verft in 2012 to Blue Ship Invest, Britoil’s vessels will be customized according to Britoil’s requirements. This includes one extra accommodation deck, allowing for a total complement of 50 persons. The ships will be built according to IMO’s SPS Code (special purpose ships), and will have OILREC class notation (oil spill recovery in emergency situations).

Britoil has a current fleet of 40 vessels, mainly anchor handling tugs and barges.

This contract marks the first time an Ulstein-designed vessel will be constructed at an Indonesian yard.

Photo by Gunnar Haug

Britoil’s Corporate Manager Stephen J. Hill, Managing Director David J. Hill, and Trainee Commercial Manager Shirley Hill, shortly after the contract signing.

January 2013 • ScandAsia.Singapore 7

News Brief

19,000km bicycle ride from Sweden to Singapore

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rik Ohlson embarked on a nostalgic trip to Singapore, the city of his childhood, on a bicycle. After crossing 18 countries in 9 1/2 months, the Swede arrived in the Merlion city on 29 November 2012, reports Asiaone.com.sg Erik Ohlson spent 3 childhood years back in the 1990s in Singapore.

He won a green bicycle in a lottery arranged by the Swedish Church there, when he was six years old.

When Erik, now 25, wanted to return to Singapore for a visit earlier this year, he decided to use an unconventional mode of transport.

Instead of hopping on a plane, he left Stockholm, Sweden on an icy day in February on a bicycle.

He cycled 19,000km across Europe and Asia in 91/2 months. In that time, he crossed 18 countries, including Germany, Hungary, Romania, Turkey, Iran, Turkmenistan, Uzbekistan, China and Laos.

At around 11am on 29 November 2012, Erik reached his final destination - the Merlion Park in Singapore. Waving Singapore’s national flag in his hand, he was greeted with loud cheers from his girlfriend and members of the Swedish Church in Singapore.

The cyclist got off his bicycle and gave his girlfriend, Miss Nicole Ahne, 25, a big bear hug. He then wrapped a large Swedish flag around himself and chatted with people from the Swedish Church. Nicole, who had flown in from Sweden on Monday, told The New Paper that Erik was “shaking with excitement” as his journey was finally over.

“I’ve been waiting for this moment for so long,” gushed Erik, with sweat dripping down his face.

To make the amazing journey from Sweden to Singapore, he quit his job as a men’s magazine sales manager.

He spent between USD 15 (S$18) and USD 30 each day on his trip on food and accommodation.

“The feeling of reaching a distant city, country or continent by my own power is absolutely fantastic,” said Erik, who started long-distance cycling expeditions in New Zealand and North America when he was 20.

For him, the challenge was to keep his spirits up. He was pelted with rocks and stones in eastern Turkey, but was not injured. He was almost deported out of Turkmenistan as he had overstayed.

Despite the mishaps, Erik said that “99.9 per cent” of the people he met were amazing, such as the Iranians who offered him food, drinks and lodging. He also “collected languages” by getting people in different countries to write on his travel pack.

Nicole Ahne, who has quit her job as a finance assistant, will join her boyfriend on his next adventure.

The couple will be in Singapore for more than a week, before travelling to Malaysia and Indonesia. Their plan is to cycle in North and South America - this time as a couple.

8 ScandAsia.Singapore • January 2013

Denmark and Finland named least corrupt nations - Singapore ranked 5th

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ccording to Corruption Index 2012 from Transparency International, Denmark, Finland and New Zealand are the least corrupt countries in the world. Singapore was ranked 5th.

The 2012 index ranked 176 countries by their perceived levels of public sector corruption.

The index score relates to perceptions of the degree of corruption as seen by business people and country analysts and ranges between zero, which is highly corrupt, and 100, which is very clean.

Top of the class in 2012 were Denmark, Finland and New Zealand, each with a score of 90 due to a “strong access to information systems and rules governing the behaviour of those in public positions.” Sweden was ranked 4th and Norway was ranked 7th.

Lawless Somalia, North Korea and Afghanistan remain rooted to the foot of the table in the Corruption Perceptions Index.

The lowest scored country in Europe was Greece which ranked 94th. Italy was ranked 72nd. The result called for Europe to make tackling corruption a top priority in its battle against the crisis.

For more information, visit www.transparency.org

News Brief

Norwegian law firms Vogt & Wiig and Simonsen merge

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he Norwegian law firms Simonsen and Vogt & Wiig have decided to merge. The merger will create one of Norway’s most powerful firms of lawyers, especially within shipping, offshore, oil and gas. Through the merger, the company’s clients will have accessibility to the network and offices in all major cities in Norway and Singapore.

The combination of Simonsen’s international presence within oil and gas, strong relations to oil producing countries, the longstanding and close ties to the shipping industry of both firms and Vogt & Wiig’s presence in Singapore will form a unique platform for further development and growth.

Through the longstanding international activities and network of lawyers of both firms, the company believes that its clients will be secured top quality service in any jurisdiction.

The merger will be effective on 1 January 2013. The merged firm “Simonsen Vogt Wiig” will count approximately 180 lawyers. The main office will be in Oslo with offices in Bergen, Kristiansand, Stavanger, Trondheim, Tromsø and Singapore.

Mona Søyland will be the Managing Partner and Frithjof Herlofsen will be the chair of the new firm.

Singapore collaborates with Denmark on radiation safety

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ingapore’s National Environment Agency (NEA) and the Danish Emergency Management Agency (DEMA) have recently signed a Letter of Intent (LOI) on collaboration in nuclear and radiation safety, emergency preparedness and response, Channel News Asia reports.

NEA’s partnership with DEMA is meant to enhance Singapore’s capabilities in radiological operational readiness and incident response.

The partnership will provide a platform for NEA and DEMA to share and exchange knowledge and technical expertise in several areas - environmental radiation monitoring, risk assessment of surface contamination, and public protection policies and measures.

Staff exchange visits and attachment programmes are also included in the partnership.

Director of NEA’s Centre for Radiation Protection and Nuclear Science Mr. Ang Kok Kiat and chief advisor of DEMA’s Nuclear Division Mr. Steen Cordt Hoe signed the LOI at the sidelines of the Fukushima Ministerial Conference on Nuclear Safety held in Koriyama City of Fukushima Prefecture, Japan.

The collaboration with DEMA was first mooted following a multiagency delegation visit to Denmark led by NEA’s chief executive officer, Mr. Andrew Tan, in October 2011.

Cybercom adapts operations in Sweden, Singapore, Finland

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ybercom, a Swedish security and mobile technology services provider, is adapting its operations in Sweden, Singapore and Finland to improve the efficiency. Actions include cuts of the group overhead costs and reductions in the number of employees. The measures are expected to provide annual cost savings of approximately SEK 45 million.

As part of the restructuring process, up to 70 employees will be given notice of redundancy in Sweden. The efficiency actions in the Finnish operations are planned to save annual cost of approximately SEK 7 million. The management and administration of the international operations are being reduced and relocated from Singapore to Dubai, which is more cost effective and closer to the present client projects in Connectivity Management.

In line with its strategy, Cybercom is also establishing Connectivity Management in the Northern European market through Sweden and Poland. According to the restructuring programme, the group’s overhead staff will be reduced by 15 percent.

The measures are expected to provide annual cost savings of approximately SEK 45 million from 2013. A non-recurring expense of approximately SEK 30 million will be charged to the fourth quarter.

January 2013 • ScandAsia.Singapore 9

Building the brand M Buying the distribution rights for Bang & Olufsen (B&O) in Singapore in 2006 proved to be a wise move for Michael Ostergaard. Having started his career as a management trainee at B&O headquarters in Denmark in the 1990s, he has followed the company from one growth area to the next, first to Southern California as general manager in 2002 and later to Singapore to start up a new hotel and business-to-business division for B&O in Asia Pacific.

By Sofie Lisby

We don’t have any competitors on the same level, so we often talk about world trips, third or fourth cars, or villas in Phuket as our biggest competitors because it is not unusual that people spend in excess of USD 220,000.

10 ScandAsia.Singapore • January 2013

r. Ostergaard established MJ Group with his business Jonas Wulff Moller.

The company has expanded over years and today it owns the distribution rights for B&O in Singapore, Malaysia, Vietnam, Brunei and the Philippines.

“It was very much a coincidence,” explains Mr. Ostergaard of his journey from west to east. We came out here before the financial crisis started and we have just been lucky to enter into the right countries at the right time.”

Southeast Asia has weathered the global financial crisis remarkably well and many of the countries in which MJ Group operates post annual GDP growth rates of between four to six percent. Yet the region comes with its share of challenges

too. “Of course if you made this configuration over five to six states in the US, rather than five different countries in Southeast Asia, it would be a hundred times easier, with one language and one currency. But the growth potential here is phenomenal and the business environment is significantly more fun.”

A different approach Operating as an independent company, as opposed to a franchise, MJ Group is responsible for everything from distribution and retail to marketing and branding. Given the diversity of the countries in which MJ Group operates, the company tries to adapt to each market. “Our approach varies from country to country,” says Mr. Ostergaard. “In Singapore we were quite lucky when we took over because brand aware-

ness was high compared to other countries. B&O has been in Singapore for about 30 years and since 1999 in the same location, so people

buying for their entire house because we sit down with them and discuss their needs. We ask what their home looks like, can we see a floor plan, can

Home Control), in collaboration with a fellow Dane. Able to fully integrate B&O products and also offering Danish electric brand Lauritz Knudsen,

ucts are often the most expensive ones and Mr Ostergaard says he sometimes even wishes that B&O made even bigger and more expen-

knew what the brand is about. As a result, we focus less on the brand and the history and more on the product and new product launches.”

“In newer markets we emphasize our heritage and the quality of the product and we try to explain to our customers why they should pay so much for our products when they can go elsewhere and buy something for one tenth or one twentieth of the price. Part of the branding strategy is to identify yourself with high-end brands that people know such as Louis Vuitton, Chanel or Gucci.”

Singapore remains MJ Group’s largest market for B&O and although the market is already relatively mature, Mr. Ostergaard expects more than 10 percent growth annually, driven largely by package solutions where customers buy multiple products and integrate them for entire home solutions.

“We have a relatively high number of Danes employed because there is an aspect of trust. In traditional retail, a customer has most of the time already made up his or her mind before going into the shop and there is very little you can do to change that decision. With B&O, however, people rarely know what they want exactly but then end up

we talk to the architect/designer, can we come and see the house? It’s not often that people walk into a shop and receive that kind of service but it is received very well.”

IHC was a natural extension to the B&O brand, explains Mr. Ostergaard.

MJ Group is also involved in a joint venture agreement with Georg Jensen and Georg Jensen Damask, in which the company is responsible for the development and distribution of the brands in Southeast Asia. “It is not our strategy to have a whole lot of brands under us, but if something comes up we look at the opportunities,” says Mr Ostergaard. “Taking on Georg Jensen was a natural step because it is a good quality Danish brand that we were familiar with.

There is a lot of untapped opportunity for Danish retail brands outside of Denmark.”

sive products to meet the demand.

Like most luxury brands, B&O looks to Asia for growth and that means adapting to Asian needs – and tastes.

“If the majority of your growth comes from Asia, you have to look at what sells in Asia. In the past, a lot of brands concentrated on what worked in Europe and the US and then copied that approach to apply in Asia. But it just doesn’t work like that. You have to customise and adapt to the Asian lifestyle because it is very different. For example, if people could choose they would want a large B&O logo on their speakers and TVs because how else would you know it’s B&O? We’re not quite there yet, but there are some products where the branding has become more evident.”

Looking ahead, Mr. Ostergaard is confident that B&O and Georg Jensen will continue to grow in Southeast Asia. “Our strategy is to cover Southeast Asia and develop the brands to our best abilities,” he says. “The next 4-5 years might be up and down, but there is no doubt in my mind that if you look at the next 20 years, the luxury industry in Asia will only go one way and that is up.”

Ahead of the competition Growth has increased but so has the competition, says Mr. Ostergaard.

Although B&O doesn’t have any direct competitors in the industry – people often ask him about the audio brands Bose or Lowe, he says, but those brands are in a different price segment and sell very different products – there are other outside competitors.

“One of our big advantages is that we don’t have any competitors on the same level. But it is also a major disadvantage because people don’t have anything to compare with,” Mr. Ostergaard explains.

“Car dealers and furniture shops like to locate themselves next to each other so people can browse and compare. We don’t have that option, so we often talk about world trips, third or fourth cars, or villas in Phuket as our biggest competitors because it is not unusual that people spend in excess of USD 220,000.”

To optimise their services, MJ Group launched IHC (Intelligent

Asian domination Mr. Ostergaard contributes the success of B&O in Asia to the quality of the product, strong Asian economies and a change in the way people consume luxury products. “People have already been to the finest restaurants, they’ve seen all of that and they want to top it,” he says. “We can see more emphasis on the home, people entertain more at home and they want something to show their guests. They’re buying into a certain lifestyle.”

As a result, the best-selling prod-

January 2013 • ScandAsia.Singapore 11

Wrap Artist from Sweden in Singapore Swedish artist Yrjö Edelmann brought his distinctive contemporary arts to excite Singapore’s art scene with his solo exhibition “Wrapping up the force of perspective”, held at MAD Museum of Art & Design on 24 November – 9 December 2012.

By Ika Forssell From left: Aira, Imgemar and Yrjö at the exhibition in Singapore

12 ScandAsia.Singapore • January 2013

parcel on parcel in harmonic motion 39x31 oil on canvas

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rjö Edelmann’s art has the unique feature that it is accessible for everybody from any country across the globe. The super realistic images of parcels wrapped in paper, with temptingly loosened tape bits and string, amaze one and all. Guests at the opening night of Edelmann’s solo exhibition at MAD Gallery in Mandarin Gallery wandered around with their fingers stretched out wanting to touch and feel. It is so tempting to rip off the tape and paper to see what’s inside the packet.

This is exactly what the artist has intended: “It’s my reward to fool the audience” is one of the quotes written on the wall. When suddenly a family with two active kids burst in, understanding and amused smiles begin to appear on people’s faces. How on earth to behave in a room full of wrapped packets that you are not supposed to open, let alone touch? An art exhibition truly is enjoyable for everyone!

Organised by Jasmine Tay at Jasmine Fine Art and the artist’s Swedish representative Eight Art Gallery, the exhibition is Edelmann’s first in Singapore. The MAD Museum of Fine Art & Design is the perfect venue for this colourful and joyous event. Swedish ambassador Ingemar Dolfe was invited to give a speech at the opening ceremony. Jasmine had come up with a new and exciting idea – to make cushions printed with some of the paintings. These were highly popular and a few were

Edelmann works in a very systematic way in his studio, meticulously preparing the actual object he plans to paint, complete with the chosen paper quality and arranging the wrinkles and dents in a thought-through way.

handed out as prizes in the lucky draw of the evening.

Behind the scenes Edelmann works in a very systematic way in his studio, meticulously preparing the actual object he plans to paint, complete with the chosen paper quality and arranging the wrinkles and dents in a thought-through way, before even starting the painting process.

He recalls a funny incident when he was buying flowers in a local florist shop on the Swedish island Öland, where Yrjö and his wife Aira spend their summers. The florist was wrapping the flowers in a wonderful green paper of a kind that was new and fascinating to Yrjö, the paper expert. He asked if she could possibly spare him a few yards of the paper, and that she would gladly do. When he left the shop, the florist obviously knew who her customer was, as she commented that the paper sure will make very nice packets for his paintings.

Sourcing for interesting paper is an important part of Edelmann’s work. When the wrapping and crinkling preparations are done and the reference photos are taken, he starts painting section by section, paying close attention to his reference, checking for every colour variation.

He even paints the cast shadow of the string or tape before the actual string or tape. Since blending colours in an extremely smooth way is key to achieving the tromp l’oeil effect,

Edelman uses a painting medium that prolongs the drying time of his oil paints even longer. Only when the whole paper area of the packet is ready, and thoroughly dry, it is time to add the tape or string. Then it is of course crucial that the tape or string follows exactly in line with the already painted cast shadow.

As with all art, people are free to interpret and read into it anything they please. The creases with their drastic shadows, arranged in a wellbalanced composition that may well depict a mountain range, a stormy sea, or a vast field in a hilly terrain, offer an infinite range of possibilities for its viewers beyond the initial and immediate realism. The mere image of a wrapped package, hiding an unknown object, is tantalizing enough to one’s imagination.

Development of Edelmann’s works The latest development of Edelmann’s production of packages is the odd shaped parcel, meaning that the painting is not made on an ordinary square or rectangular canvas. Instead he has started custom ordering canvases stretched on irregularly shaped frames. Now one’s imagination is really teased by yet another added dimension. “The difficulty is not in creating the wooden frame, but stretching the canvas perfectly flat over any given angle of the frame”, explains Yrjö while pointing at one of his latest works with jagged edges. He is very glad he has found a craftsman capable of this tricky task in Stockholm.

Edelmann has exhibited in many major cities in the world, including

New York, Tokyo and Paris. Wherever he goes, people will be intrigued by the mystery of his paintings. Yrjö Edelmann is the only artist who has been invited by Absolute Vodka to depict the well-known bottle wrapped in paper with creases and shiny ribbon.

Absolut Vodka was a sponsor for the evening, serving drinks and making the event a really festive occasion.

MAD Museum of Art & Design, 333A Orchard Road, #03-01 Mandarin Gallery, Singapore 238897.

Phone: +65 6734 5688.

Email: info@jasminefineart.com.sg

14-dimensional-analysis-of-grey-powder-field

potential energy black 35 x 31 oil on canvas January 2013 • ScandAsia.Singapore 13

Medium

Boiled cod with mustard sauce

is not just for New Year’s Eve

Evil

By Kim Birkkjaer Lund

H

aving boiled cod with mustard sauce is a tradition for many Danes on New Year’s Eve. After having eaten heavy and rich food through Christmas, the light fish dish is a popular tradition in many families.

But if you missed the boiled cod and the mustard sauce on New Year’s Eve, there is no reason for not serving it any time in January or any other months of the year. Because of its dense, flaky white flesh and mild flavour, boiled cod is a popular dish even among people who don’t appreciate fish in general.

If you can’t get the real North Atlantic cod, other white flesh fish as Hoki or even Pangasius can be used as substitutes.

Ingredients: • 1 kg. Cod • 2 litre Water • 1 tsp Salt • Dill • 10 Peppercorns • 2 tbsp Vinegar • 4 Eggs • 200 g. Bacon, diced • 300 g. Beetroot, pickled • 2 Onions • 4 tbsp Capers • 100 g. Horseradish • 1 kg. Potatoes Sauce • 30 g. Butter • 2 tbsp wheat flour • 3 tbsp Coarse grained mustard • 500 ml Fish broth from cooking cod • 100 ml Cream

Are you done?

W

hen you have completed the above puzzles, please send your solution by fax to +66 2 943 7169 or scan and email to puzzles@ scandasia.com. We will make a lucky draw among the correct answers. Five lucky winners will receive a ScandAsia polo shirt.

Name:

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Deadline for submitting your solution is 15 February 2013 14 ScandAsia.Singapore • January 2013

Directions: Fry the bacon until it’s crisp and golden. Dice the pickled beetroot. Grate the horseradish.

Finely chop the onions. Boil the eggs and chop them so that the mixture becomes yellow throughout. Boil the potatoes until tender.

Cut the cod in portion pieces and cover with plenty of water.

Add peppercorns, salt, dill and vinegar. Bring it to boil, then reduce heat and let it simmer for 15 minutes. Gently lift the cod pieces out of the pot and place them on a serving dish.

Melt the butter in a small saucepan over a low heat, then add the flour and stir until it forms a smooth paste that comes away from the sides of the pan. Strain 500ml of the cooking liquid from the cod, and add it gradually to the pan, stirring well after each addition so that no lumps form as the sauce thickens. Add the mustard and cream, stir again until the sauce is smooth and just coming to the boil – don’t let it boil as the mustard can turn bitter. Then season with salt and pepper.