SquareRooms Brand Story

facts and figures behind the biggest names in home furnishings

B P e o p l e

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home-grown design and lifestyle brands to watch

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The key to a strong brand identity is a strong brand story. That’s why we have created Brand Story, a platform for brands in the interior and design world to tell their stories.

A great brand story builds on strong brand communication to tell the world how a company came to be and what motivates a company to constantly evolve. It also shines a spotlight on the people behind each brand. In this booklet, you will read about new and familiar brands like Teka Singapore, Design Anthology, Naiise and 6 Charms. The movers and shakers behind each of these brands will share their brand origins and philosophies, so that you will be able to get to know them better and perhaps learn a thing or two about brand building. We also speak to the Creative Director of one of London’s top branding agencies on what makes a successful brand, and scrutinise how world-renowned brands like IKEA, Dulux, Le Creuset and Philippe Starck (yes, a person can be a brand too!) have established themselves as leaders in their fields.

Happy reading!

The SquareRooms team

Image courtesy of Ferm Living

F O R E W O R D

We are exposed to hundreds, if not thousands, of brands each day and many are permanently etched into our minds. For instance, Nike’s swoosh, Apple’s bitten apple and the Mercedes sign are easily identifiable at one glance. There is no disputing the impact of a strong brand.

22 GREG QUINTON, THE PARTNERS

4 DID YOU KNOW? We unearth the facts and figures behind some of the biggest brands in home furnishings

8 SEEN ME AROUND? Get to know the makers behind some of the world’s most iconic furniture pieces

14 WATCH OUT FOR THEM Five home-grown companies that are making a splash in the furniture, design and lifestyle scenes

20 ELEMENTS OF STYLE Design cues that help convey the right thing about your brand

We speak to the Creative Director of the Londonbased branding agency for his take on what makes a successful brand

23 Jørgen Platou Willumsen and Stian Korntved Ruud, Kneip The founders behind Oslobased independent design studio give us their take on branding

40 NAME GAME A guide to help you pronounce foreign brand names

C O N T E N T S

BRAND PROFILES

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A MODERN TAKE ON FENG SHUI

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A DEEP AFFECTION FOR DESIGN

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PARTNERS IN DESIGN

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POETS OF DESIGN

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creating with heart

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CREATING YOUR OASIS

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YOUR MODERN KITCHEN RESOURCE

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FRESH PERSPECTIVES

6 Charms Singapore

Design Anthology

Free Space Intent

Poetus

Rezt & Relax

Wan Tai & Co.

Teka Singapore

WasserTec

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BRAND STORY

DID YOU KNOW? We unearth the facts and figures behind some of the biggest names in home furnishings

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Made from soft silicon rubber, the Unfold pendant lamp can actually be folded and packaged neatly just by pushing the top of the fixture.

TEXT Ho Pei Ying

Muuto

Designers working on the fibre armchair, whose entire journey, from design to final production, takes around two and a half years.

Muuto works only with Scandinavian designers to keep the spirit of the brand.

Founders Peter Bonnén and Kristian Byrge did not come from creative backgrounds.

Peter was from the Economics field, while Kristian was in strategic management. But the pair’s love for architecture and design led them to set up this furniture label.

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is the minimum number of design proposals Norman Copenhagen receives each day from designers all over the world.

Launched in 2002, this Danish design company only started selling furniture in 2009.

Normann Copenhagen

The steel base of the Form chair, introduced by the brand in early 2015, is welded together by hand, making the use of screws unnecessary.

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Toto First introduced in 1980, the washlet is Toto’s signature product.

It is an electronic toilet seat that comes with features including a pre-mist (a spray of  water that covers the toilet bowl to prevent waste from sticking), a heated seat, a dryer and a deodoriser.

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million

washlets have since been sold worldwide.

The toilet manufacturer was founded in 1917 by Kazuchika Okura, who was working for a ceramics company then and thought it was a good idea to make toilet bowls in a time when Japan had yet to have any.

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BRAND STORY

The OId English Sheepdog – affectionately nicknamed the “Dulux Dog” – has been the brand mascot for the paint brand since 1963. The most famous was Fernville Lord Digby, who had his own stunt doubles.

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25,000

dulux

The name Dulux is derived from the words luxury and DuPont – an American chemical company founded in 1802.

is the number of times a paint image can be magnified during the research and development stage to understand how quickly and well paints dry.

Le Creuset

Le Creuset’s signature colour is the Flame, modelled after the intense orange hue of molten cast iron inside a cauldron.

The cast iron is still being made in the original foundry in Fresnoy-leGrand in the North of France.

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skilled artisans play a part in crafting a le creuset piece.

Ingvar Kamprad, who launched the business, used his initials coupled with the first letters of Elmtaryd (the farm he grew up in) and Agunnaryd (his home town in Smaland) to form the name Ikea.

Ikea The home furnishings giant initially started life in 1943 as a catalogue homeware supplier. !

The 1956 Lovet table, a three- legged, leafshaped table – reengineered and relaunched as the Lövbacken a couple of years back – was what sparked a revolution in self-assembly furniture after Swedish designer Gillis Lundgren was forced to saw the legs off to fit it into his car.

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83,069 people work for Marks & Spencer worldwide.

Marks & Spencer

The British lifestyle retailer launched dedicated home furnishing stores in the UK in 2007.

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BRAND STORY

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Seen me around?

SEATING ARRANGEMENTS

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Discover the makers behind these well-known pieces and find out what gives these furniture icons their superstar status TEXT Ho Pei Ying

1/ Eames Lounge Chair (670) and Ottoman (671)

Designer: Ray and Charles Eames Year of Design: 1956

One of the most recognised and copied furniture around the world, the Eames Lounge Chair and Ottoman is husband-and-wife design team Charles and Ray Eames’ take on the 19th century English club chair and is still a symbol of luxurious comfort today as it was when it was created. The couple wanted the piece to have a feeling of a “well-used baseball mitt”, which led the first few loungers to be upholstered in glove leather. The original design was eventually revised to a sturdier material to create a more enduring piece.

2/ Louis Ghost Chair Designer: Philippe Starck Year of Design: 2002

You know you’ve got a winner when a clear, plastic piece of furniture can look effortlessly chic. But that’s

what happens when the piece is designed by a star architect and designer like Philippe Starck. The Louis Ghost Chair is a re-imagination for the modern home of the classic Louis XV-style dining chair. Heavy frills and ornate details are replaced with Starck’s innovative injected polycarbonate constructed on a single mould to create the continuous lines of this versatile piece.

3/ CH24 Wishbone Chair Designer: Hans J Wegner Year of Design: 1949

A classic piece in modern Danish design, the chair got its name from the shape of its back piece which is shaped like a wishbone. Inspired by portraits of Danish merchants sitting on Ming dynasty chairs, the Wishbone comprises 14 different parts and features a seat handwoven from 120 metres of paper cord.

Today, the Danish and Japanese are the biggest markets for this piece. The former prefers the light woods while the latter favours the darker shades.

4/ Butterfly Stool Designer: Sori Yanagi Year of Design: 1954

What is most remarkable about the Butterfly stool by Sori Yanagi is perhaps not its perfectly symmetrical sculptural silhouette, but the fact that there was little interest in seating furniture in Japanese culture when Yanagi designed this piece. The Japanese designer made use of the Western plywood technique invented and made famous by Charles and Ray Eames to create a shape that underlies Asian sensibilities. On one hand, it is reminiscent of the torii gates of Japanese Shinto shrines, and on another, it is suggestive of the wings of a butterfly.

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Early versions were made using low-grade steel plates in a flat finish, rather than chromed as they are today and were upholstered in white leather.

The chair became such a hit that manufacturer Knoll eventually created other furniture pieces inspired by the Barcelona, such as the Barcelona daybed and the Barcelona bench.

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6/ Nelson Platform Bench

Designer: George Nelson 5/ Barcelona Chair

Year of Design: 1946

Designer: Ludwig Mies van der Rohe

The clean, rectilinear lines of this multipurpose bench – that doubles as a table or a striking accent piece in the entryway – reflect the designer’s architectural background and his insistence on making purposeful yet visual pieces. The bench was originally intended for visitors to his New York office at Fortune magazine and was created with slats instead of a solid plank so that the guests wouldn’t get too comfortable and linger for too long.

Year of Design: 1929

If there’s an official “royal chair”, Barcelona would be it. Originally designed for the German pavilion at the 1929 International Exposition in Barcelona, it was meant as a place of sitting for the king and queen of Spain. Leather cushions sit atop steel, curved X-shaped frames, which recall antique folding campaign furniture and ancient Roman curule chairs.

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BRAND STORY

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TABLE TALK 3

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1/ Tulip Tables

Designer: Eero Saarinen Year of Design: 1956

With an intention to “clear up the slum of legs in the US home”, the Finnish-American architect and designer came up with the Tulip table series, which features a single continuous stem that extends from the underside of the table top. Saarinen founded his design on the concept of a drop of high viscosity liquid. Along with the tables, he also created a chair collection based off on the same design principle.

the world. The current version was evolved from a rosewood and glass biomorphic style table that the designer crafted for the president of the Museum of Modern Art back in 1939.

2/ Noguchi Coffee Table

Designer: Isamu Noguchi

3/ Adjustable Table E 1027

Year of Design: 1944

Designer: Eileen Gray

Comprising a wooden base composed of two identical interlocking curved wood pieces – set at right angles – and a heavy plate glass top, the Noguchi Coffee Table by Japanese-American designer Isamu Noguchi is one of the most recognised furniture pieces in

Year of Design: 1927

This table is named after the seaside villa that Irish designer Eileen Gray designed on the French Riviera for herself and her partner, Jean Badovici. The house – and this iconic table piece – is called E 1027, which

is a code for the couple’s initials: “E” for Eileen, “10” for Jean (J is the 10th letter of the alphabet), “2” for Badovici (B is the second letter of the alphabet) and “7” for Gray (G is the seventh letter of the alphabet).

This height-adjustable chrome-plated tubular-steel table was used as a bedside piece in the villa and is renowned for its disproportioned and distinctive form.

STORAGE STARS 1/ 606 Universal Shelving System

Designer: Dieter Rams 1

Year of Design: 1960

Conceived as an answer to the designer’s concerns about the limited resources in the natural environment, this shelving system is built to be rigorously modular and incredibly flexible. Comprised of standard parts that can be configured and reconfigured to suit various situations, the system has undergone several changes since its introduction in 1960, most dramatically being the switch from wooden shelves with aluminium endplates to bent steel shelves.

2/ Componibili Storage Units

Designer: Anna Castelli Ferrieri

item today, encompassing a functional and flexible design with doors that slide open along a single joint and large holes instead of drawer pulls.

3/ Revolving Cabinet

Designer: Shiro Kuramata Year of Design: 1970

This striking storage is designed by Japanese designer Shiro Kuramata who is known for his avant-garde, architectural pieces. A storage piece that speaks for itself, the Revolving Cabinet comprises 20 acrylic drawers swathed in a bright red polish. Each segment is able to revolve 360 degrees around a vertical black metal rod to create an infinite number of silhouettes, transforming it from furniture to sculpture.

Year of Design: 1969

Kartell co-founder Anna Castelli Ferrieri introduced the Componibili storage unit in 1969, at the height of a craze for all things psychedelic and futuristic. The curvature shape embraces the properties of plastic as a material. The piece is one of the brand’s best-selling 3

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BRAND STORY

1/ Original 1227 Task Lamp

Designer: George Carwardine Year of Design: 1934

BRIGHT IDEAS

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Designed by Carwardine who was then an automotive engineer, the lamp featured a spring that would stay in place after being moved. The fully versatile and adjustable lamp maintained a consistent balance and stability that proved effective as a task lamp for factory workers. Despite its industrial origins, it was eventually found to be equally savvy as a reading light at home and was later manufactured by Anglepoise for domestic use from 1934.

2/ PH 5 Pendant Lamp

Designer: Poul Henningsen Year of Design: 1958

For some, the PH 5 pendant lamp by Poul Henningsen for Louis Poulsen might pale in comparison to the more flamboyant PH Artichoke. But for others, this is a timeless, subtle piece with an old-school charm that works for just about any home. This PH fixture

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was designed by the Danish architect as a response to the ever-changing shape and size of incandescent bulbs. The PH 5 is completely glare-free, no matter what bulb it is furnished with, thanks to a design that relies on a reflective three-shade system that directs majority of the light downwards. It is christened PH 5 for the 5-dm diameter of the main shade.

3/ Nelson Bubble Lamps

Designer: George Nelson Year of Design: 1947

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Familiar icons of modernism, the Bubble lamps can nevertheless find their place in today’s contemporary homes. George Nelson found inspiration for the Bubble lamps while searching for a spherical hanging lamp made in Sweden to serve as a status symbol for his office. He found the ones in the market to be too costly, and was stomping off from the store when he suddenly recalled a newspaper clipping which showed ships being mothballed by having their decks covered in netting and then sprayed with a selfwebbing plastic. He eventually adapted this military technique in the design of his Bubble lamps.

4/ Arco Floor Lamp

5/ AJ Table Lamp

Designer: Achille and Pier Giacomo Castiglioni

Designer: Arne Jacobsen

Year of Design: 1962

Year of Design: 1960

The Castiglioni brothers wanted to produce a lamp that functions as an overhead light – minus the hassle of rewiring and installation. This resulted in the Arco, which can serve as a ceiling light without a need for an electric output in the ceiling. Taking on the characteristics of an everyday streetlight, Arco is an impressive visual statement. A sturdy marble base supports a sweeping cantilevered arm that is fully adjustable.

Arne Jacobsen designed the table lamp (also available as a floor lamp) as a complement to the oblique angles of his Series 3300 furniture, which includes the Egg Chair and the Swan Chair. Intended to be part of the SAS Royal Hotel in Copenhagen, for which Jacobsen designed every element of, the AJ lamp features an asymmetrical shade and a heavy cast-iron base featuring a circular cut-out originally designed to hold an ashtray.

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BRAND STORY

Watch out for them We profile five home-grown companies that are making a splash in the furniture, design and lifestyle scenes TEXT Jolene Limuco

1/ Naiise Created with a simple goal to better people’s lives through design, Naiise has become the most successful local online store in recent years. This is partly thanks to its unique selling point of offering well-designed products to the masses. Founded by 30-something Dennis Tay, Naiise began in 2013 as a web shop that sold well-designed products that the average person could relate to – be it a T-shirt with a cheeky message, a beautiful set of tableware or unusually shaped lamps. Having run a creative agency, Dennis loves good design, and he believes that design can add value to lives. When he started the online marketplace, he ran it by himself for 10 months. He recalls, “In the beginning, I was slightly skeptical as I knew ‘design’ as a concept felt different and alien to many people, especially to a pragmatic Singaporean.

At the same time, design was seen as favoured by a more niche audience. However, I strongly felt that design should be for everyone, for everyday. So I decided to pursue what I was really passionate about, which was to figure out how to introduce design in the lives of others.”

Today, the company is staffed by 10 full-time employees and the platform carries more than 4,500 products made by more than 250 brands. Plus, the

retailer has expended beyond the web space to open five (and counting) brick-and-mortar stores.

This has certainly got to be a feat in just three years of operation!

With the founder’s singular goal to make design accessible to the average consumer, Naiise has introduced not only well-made products from recognised brands such as Georg Jansen and Danish Design Co. to young and digitally-savvy consumers, it has also shined the spotlight on local and emerging designers. In fact, the store’s “Go Local” section is one of its most popular, showcasing unique locally designed and made products from brands such as FARM, Supermama, Scene Shang, Democratic Society and Wheniwasfour. In addition, the company is passionate about discovering and supporting emerging designers and artisans. They successfully launched local designers into the media spotlight and into the minds of consumers, and they continue to do so on a regular basis with small, independent makers.

Not just a retail destination for all things design, Naiise also champions local and independent artists that run the gamut from arts and crafts to music.

above At 6,000 square feet, Naiise @ Central in Clarke Quay is the company’s largest brick-and-mortar store to date. However, Dennis reveals that there are plans to open more stores this year. below Dennis Tay, the founder of Naiise and wife, Amanda Eng, the Marketing Director, are the main drivers behind the designfocused lifestyle store.

Perhaps what has made Naiise so endearing to both online and traditional consumers is the brand’s simple yet aesthetically-pleasing layouts that encourage browsing and discovering. Naiise.com boasts a simple, content-driven interface that makes it straightforward and fun to explore. Its physical stores at Westgate, Central at Clarke Quay, Wheelock Place, I12 Katong and Orchard Gateway also feature uncluttered yet interesting layouts. It just goes to show that with a solid purpose and concept, a brand has the ability to make tremendous leaps and bounds.

As Dennis says of his future plans, “I hope Naiise will become a regional company representing and showcasing designers from across the globe. At the same time, we hope to become an everyday store to complement everyone’s lifestyles, where consumers are able to discover new products all the time and live with products that can better the lives of others.”

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BRAND STORY

above Merchandise that Foreign Policy Design came up for Gallery & Co. include brightly coloured notebooks that deviate from the usual museum shop offerings. below Yah-Leng and Arthur are part of & Co., a collective that conceptualised and manages National Gallery Singapore’s museum shop Gallery & Co.

2/ Foreign Policy Design One of Foreign Policy Design’s labour of love is the Brand Guide: Singapore Edition, a compendium that documents the inspiration and design processes of 17 Singaporean brands.

Fashioning itself as a multi-disciplinary design studio, Foreign Policy Design Group, led by husband-andwife team Arthur Chin and Yah-Leng Yu, has worked with numerous trendsetting lifestyle and hospitality companies in Singapore and the region to come up with creative and strategic branding. Calling themselves idea makers and storytellers, the duo and their team help craft, realise and evolve brands via various media and platforms. Their portfolio includes projects that range from product and experience design to interior design.

Started in 2007, the independently owned boutique agency has worked on the branding of establishments such as Park Bench Deli and The Working Capitol. Most recently, the agency teamed up with hospitality group Unlisted Collection’s Loh Lik Peng and cosmetics distributor Luxasia’s Alwyn Chong to form a collective, called & Co., to conceptualise and manage Gallery & Co., a retail and F&B space at the National Gallery Singapore. Yah-Leng and Arthur are in charge of the branding and product design of pieces sold at the museum shop, while Alwyn oversees the retail strategy and Lik Peng leads the culinary direction.

Just like all of Foreign Policy Design’s brand communications projects, Gallery & Co. reflects a hip and fresh vibe thanks to the use of bright hues and carefully thought-out typography. When not busy collaborating with likeminded partners to create one-of-a-kind design, the firm’s two creative heads share their experience by giving talks and workshops around the world.

3/ LAANK

Being less than four years old, local interior architectural firm LAANK sure has achieved a lot.

It has completed projects at the National Gallery Singapore, a clinic at Ocean Financial Centre and a string of independent retail stores. The boutiquesized company has also expanded its reach outside of Singapore, opening an office in Bangkok in 2014.

Set up by siblings Cherin and Clarence Tan, the company is known for creating spaces that marry usability, functionality and aesthetics. Cherin, LAANK’s Creative Director has accumulated more than a decade’s worth of experience in architecture and interior design thanks to stints at acclaimed design studio Asylum and WOW Architects. Clarence, on the other hand handles business development,

above Not one to shy away from challenging projects, Cherin and her team worked on creating a tasteful and cosy newsstand located below a series of escalators. left One of LAANK’S grandest projects to date is the interior design of National Kitchen by Violet Oon at National Gallery Singapore, a space that will take many Singaporeans down memory lane. below Siblings Clarence and Cherin Tan are the founders of LAANK, a boutique interior architectural firm. Clarence looks after business development, while cherin is the creative director of the four-yearold company.

having had experience working as a quantity surveyor.

The siblings came together to found LAANK because they believed that they could provide integrated creative services that so many interior architectural firms lack. Says Cherin, “LAANK is built upon my personal drive to make a difference in the interior design industry. It’s not just about aesthetics – it is about creating an experience, and also functionality, workmanship, and value.”

On top of interior architecture, the company provides services that include experiential designing, interior architecture work and third party consultancy management. Adds Clarence, “What sets us apart from other companies is that we ensure that each project is unique as we conceptualise the space based on the characteristic of the brand and its products.”

The firm’s projects run the gamut from lifestyle and hospitality spaces to corporate offices and residential projects in Singapore, Bangkok and Jakarta. Some of the young company’s notable projects in Singapore include Fullerton Healthcare clinic at Ocean Financial Centre, Beauty Candy Apothecary at Cluny Court and National Kitchen by Violet Oon at National Gallery Singapore. Some of the projects that the LAANK team is working on now include a project at Resorts World Sentosa, Champion Hotel and cafe Cake Spade.

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BRAND STORY

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Castlery When Castlery entered the retail scene in 2013, people had doubts about how a furniture store could operate without a shop front. But its Co-Founder Declan Ee was confident that an online furniture store would gain traction. This is because Castlery was established with an ambition to reinvent the wheels of furniture retailing. Declan’s vision was that every homeowner should be able to enjoy high quality welldesigned furniture at affordable prices. As such, he combined his vision with his interest in technology and entrepreneurship to start Castlery.

By cutting out the middleman and overheads, as well as keeping inventory lean, the company is able to keep costs down and extend the savings to consumers. Before it started operations, the team visited more than 500 furniture factories across Asia and Europe to find out how the furniture retail market and supply chains worked. The market research made them realise that the inflated prices of designer furniture were due to costs of middlemen, excessive warehouse inventory and expensive shop fronts.

“We believe good designs with quality workmanship should be made available for everyone to enjoy. By combining creative ideas from our international designers with the control of the whole supply chain, we optimise each function across the process of offering great furniture, thereby bringing about tremendous cost savings for consumers,” Declan explains.

As such, the company streamlined the design and production processes so that they can offer great furniture pieces at reasonable price points to consumers. The result? The company has the ability to extend up to 70 per cent of their cost savings to consumers.

While novel, its business model has proven to be effective if not productive. In the fourth quarter of 2015, Castlery moved into a 7,000-square foot showroom in Alexandra Road that lets customers

top, left Declan Ee, the Co-founder of Castlery, is a finance professional turned entrepreneur with a love for music and technology. top, right Castlery’s streamlined supply chain and operation processes means that homeowners can buy high-quality furniture at competitive prices. below The brand’s 7,000-square foot showroom in Alexandra Road lets customers touch and road test products before purchasing from computer terminals set up around the store.

touch and get a feel of the furniture before purchase.

The company has also created an online lead-time indicator for its products. This means that shoppers can access the whole range of Castlery’s pieces via its online platform to get the first impression and check on availability before coming down to the showroom to get a tactile feel of the product.

At the back end, the company’s streamlined processes help to reduce order delivery times, which means that consumers are able to enjoy their well-crafted yet affordable furniture quickly and conveniently.

5/ In Good Company

The home-grown label is all about creating wearable women’s wear that transcend trends.

Founded by four friends, Sven Tan, Kane Tan, Julene Aw and Jaclyn Teo, In Good Company is a fashion label that crafts wearable, modern and highquality clothes for women and girls.

With a philosophy of creating modern classic clothes that will never be outdated, In Good Company (or IGC in short) has become a celebrated home-grown label for fashionistas in the know who appreciate trendtranscending and well-made clothes.

This is all thanks to the creative forces behind the label, Sven and Kane, who boast years of experience in tailoring and draping. They were both part of the core design team of the now-defunct label Alldressedup, one of Asia’s most successful brands to break into the European and American markets.

In August 2012, the duo joined hands with Julene and Jaclyn to sell their chic women’s and children’s wear online and at selected boutiques. Three years later, they opened up their first standalone boutique in ION Orchard. Their capsule collections are coveted by women of all stripes thanks to a combination of

masterful tailoring that flatter almost all body shapes and a sharp price point. In fact, pieces of each collection often sell out fast. The label also creates a Mini Me collection of girls’ clothing of stylish, sizeddown replicas of their adult’s pieces, specially made for girls aged three to eight.

Not only does IGC create clothes that buck the mass-market mantra of instant gratification, this conscious label also champions other independent local designers and artisans. The 3,330-square foot concept store at ION Orchard showcases a selection of local and Asian labels. These include leather and canvas tote bags by Hong Kong brand Hoiming and artisanal perfume by Singapore-based brand Code Deco. The store, which is furnished with industrial-chic pieces designed by Nathan Yong of Folks Furniture, also houses a cafe managed by homegrown bakery Plain Vanilla.

above In Good Company opened its first standalone store last year at ION Orchard.

Apart from being a place to showcase their timeless designs, the space also houses a cafe run by Plain Vanilla. below The founders of In Good Company (from left to right) Sven Tan, Kane Tan, Julene Aw and Jaclyn Teo.

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BRAND STORY

Elements of

style

Design cues can help convey the right thing about your brand. We explore how colours, shapes and typography work to form favourable impressions in brand design – whether your brand is all about class or fun TEXT Jolene Limuco

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Colour impressions

In a study done by the University of Winnipeg, titled Impact of Colour in Marketing, researchers found that up to 90 per cent of snap judgments about products are based on colour alone.

Another study done by the Academy of Marketing Science in 2011,

yellow

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What’s your typography

titled Exciting Red and Competent Blue, also found that purchasing intent is greatly affected by colours and how a brand is perceived. It was found that colours affected the way a brand’s personality was thought of.

orange

Energetic, happy, positive

Approachable, friendly, fun

Brands McDonald’s,

Brands Harley Davidson,

National Geographic, DHL, IKEA, Schwepps

Penguin Books, Lufthansa, Amazon

RED

PURPLE

Exciting, bold, young

Wise, creative, sophisticated

Brands Coca-Cola, ACE

Brands Yahoo!, Cadbury, FedEx,

Hardware, KFC, Lays, Lego, Netflix, OCBC

Hallmark, Thai Airways

green

BLUE

Growth, stability, abundance

Trustworthy, strong, dependable

Brands Animal Planet,

Brands Facebook, Oreo,

Starbucks, Holiday Inn, Perrier, Lacoste

Singapore Airlines, American Express, POSB, General Electric

grey

BLACK

Neutral, balanced, calm

Powerful, classy, expensive

Brands Apple,

Brands Guinness, adidas,

Wikipedia, Mercedes

Chanel, Playboy

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the simpler the logo, the more easily it is remembered and recognised.

Another important part of branding and visual communication is typography. Just like how verbal language is complemented by body language, typography has the ability to communicate certain aspects of a message.

For instance TYPING IN ALL CAPS can denote aggressiveness and anger, while italicised

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sentences tend to convey solemnity and seriousness.

Fonts, too, can contribute to the overall impression of a message – whether it is playful or formal, sophisticated or young. Fonts can emphasise different parts of an advertisement as well as set the mood of a message.

Blocky san serif fonts like Futura and Swiss work well to grab attention.

Stylised and elegant fonts like Camelia and Bernard Fashion convey a formal and highclass image.

Inversely, serif fonts like the classic Times New Roman are more readable, if not predictable, and are useful to convey serious messages.

Shaping opinions

When it comes to logo design, the simpler it is, the more easily recognised. Just think of highrecall logos such as Apple’s and McDonald’s. Other than using typography or letters to represent your brand, shapes can also convey what you are all about.

Squares and rectangles, which are not usually found in nature, are the most common shapes in man-made objects.

From architecture to text layouts on a page, most of what we see are composed of squares and rectangles.

Because so much of the man-made world is made up of these two straight edged shapes, they convey a familiar, safe and comfortable feeling. At the same time, they can also create a sense

of conservatism and rigidity due to their uniformed characteristics.

Triangles bring to mind movement and action due to their pointed corners, sometimes suggesting a direction. Therefore, symbols or logos that use the triangle often suggest growth or progression.

The organic nature and closed form of circles suggest softness, security and completion.

Don’t write off these basic shapes as being too simplistic for logo designs. Using the right combination of shape, colour and typography, the brand message can speak volumes.

Remember: the simpler the logo, the more easily it is remembered and recognised.

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BRAND STORY

Greg Quinton, creative director at The Partners Devising innovative campaigns to strengthen a brand’s identity is all in a day’s job for Greg, who works as a creative director at one of London’s top brand agencies TEXT Ho Pei Ying PHOTOS The Partners You provide strategic help for different brands as a creative director at The Partners. What is branding to you?

It goes beyond the logo, or the graphic and visual elements. The way a brand communicates and the experience it gives to its audience are what make it a brand.

Tell us one of the most memorable projects you’ve dealt with.

It was the one for the National Gallery in London.

There were four million people who visited the museum in a year, but most of them were made up of tourists. So they wanted to encourage more locals to visit. We came up with the idea to take 44 grand master paintings and reproduce them in the same size on canvas and have them framed up. We then hung them around London, installed plaques next to the paintings to describe what they were and created

walking tours for them. We thought, if the people weren’t going to the paintings, we would bring the paintings to them.

What is an example of a successful brand?

On the global scale, I would say Amazon. Their logo is really simple, but it effectively communicates the A to Z of the products they sell. And you get a little smile thrown in, which portrays warmth and friendliness.

You recently co-authored an updated version of “A Smile in the Mind”, a seminal design book about wit. What’s the motivation behind doing that?

I was a junior designer when “A Smile in the Mind” was first being written. At the time, I was interviewed as a designer for the book so the book is important to me. Fast forward 20 years later, there was a big debate at The Partners as to whether we should update it and

two years ago, it felt right. We witnessed a lot of wit starting to be creative again, and there was also a desire to impart the importance of communication and engagement with the audience.

How did you gather the materials for the book?

We spent a long time talking to people, trawling the internet, and delving into our collective memories.

Our basis for choosing what goes in is “what were the best examples to illustrate the relevant sections?”

How would you surmise what wit is?

Wit is simple; it’s basically communication with a twist. It’s a visual communication, a non-verbal piece that transcends language.

Jørgen Platou Willumsen and Stian Korntved Ruud, Kneip Surreal-looking sculptures inspired by nature define the works of Oslo-based Kneip studio, who was one of the talents à la carte at this year’s Maison & Objet Paris TEXT Ho Pei Ying PHOTOS Kneip What is Kneip, and what is the meaning behind the name?

Kneip is an Oslo-based studio working in the field between art, craft and design. We originally started as a web shop focusing on retailing clean, simple and functional objects. Gradually, we started doing more art projects. Today, we are working mostly on gallery shows and installations. Kneip is one of the most common breads in Norway. We wanted a name that was a bit funny but also down-to-earth. left The Pat.Vol.1 was an experimental project that made use of different techniques to create different effects on steel.

The result is a series of sculptures that draw inspiration from nature. top, right Process of making Weathered. The objects contain traces of elements like degradation, humidity, wind and movement.

Tell us about your design philosophy.

Craftsmanship and materials are important in what we do. Natural materials have been a common factor in our designs so far. We also often use what we have around us. We’ve collected wood from the forest and have gathered leftovers and trash to use as materials from the city. It’s important to make objects that will stand the test of time.

Why this emphasis on craftsmanship?

Craftsmanship means a lot to us. It was shown evidently in our earlier works, where we made functional objects. We believe that craftsmanship is the factor that makes our objects more unique.

The craft also tells something about all the time you spent in the process learning about your machines, tools and materials.

What is branding to you?

Branding for us is all about identity. It’s not only important to just have a name, a product or a company.

Would you say Kneip is a brand?

We think of ourselves more as a design/art studio. It’s our projects that make us who we are. We are always showing the processes of our work and being open with what we do, with an emphasis on our materials and craftsmanship.

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BRAND STORY

6 Charms Singapore

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One gets the sense that 6 Charms Singapore – which is named after the six aspects of life (wealth, health, career, family harmony, marriage and romance) – isn’t your typical feng shui consultancy. The firm has been in the industry for 18 years. Over the years, it has stayed ahead of the curve by modernising through corporatisation. Instead of a “key man” business model, which emphasises on a charismatic individual, 6 Charms has chosen to build up its

a modern take on feng shui identity by generating greater brand awareness.

The firm even has a sizeable online presence. Its website, which provides tips from how to achieve familial harmony to guarding against negativity in the workplace, Facebook page and Instagram have enabled them to stay relevant to a younger audience.

Sean Lui, the principal consultant of the feng shui consultancy, wants to dispel the notion that feng shui is a miracle cure. He explains, “Feng shui is a manipulation of the environment to our advantage, and that takes time to come into effect. Most cases take up to six to eight months.”

If you ask him, Sean will say that feng shui is not a superstitious matter. He says, “You need to keep an open mind about it. It’s all about the positivity of the mind. When you have a positive mindset, good change can happen.”

While 6 Charms serves mainly corporate clients, particularly those in the banking sector, it also provides personalised services on the individual level. “For our individual customers, we focus on the general harmony. What we want to do for them is to improve their general well-being,” says Sean. “To do so, we will first assess your birth chart and spend time talking with you to find out more about your needs. Then, we will recommend a certain formula to help you. If you are at the high point of your life, we will push your further to achieve your best. And if you are at the low point of your life, we will provide a way for you to buffer against those difficulties.”

Services they offer include manipulating your home environment to create a more harmonious flow, and selection of wedding dates and Chinese names for newborns. Most of their individual clients have been with the company for over 10 years, as 6 Charms believes strongly in seeing their clients through the different stages of their lives. “We always keep a case open for up to three years. We are not a ‘fly-

Photo wong weiliang

by-night’ enterprise; we understand that people’s priorities tend to change every three years or so, so we want to stay by your side during these transition periods, understand the change that is going on and then advise you and steer you in the right direction,� says Sean.

In recent years, 6 Charms has also been involved with numerous charity events with non-governmental organisations, schools and hospitals under the Chinese Heritage Foundation, an establishment set up by the company to promote Chinese culture and heritage. The firm plans to also expand their retail arm, which sells mid- to high-end art pieces. In the pipeline is their own art gallery in Jakarta, Indonesia.

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BRAND STORY

“No one is our competition,” states Anthony Choo, the creative director at Design Anthology & Partners.

Rather than a declaration of arrogance, the statement reflects how open to collaboration Design Anthology & Partners is. “You never know when it’s possible to collaborate. We believe that when different brands come together, wonderful things for design can happen.”

The regional design firm, with headquarters in Singapore and offices in Indonesia and Vietnam, was established in August 2015 by relying on the vast

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a deep affection for design years of expertise in the design field and the massive list of contacts of the founders, who, in addition to Anthony, include Willie Yee and Daphne Tan. Together, the team has over 20 years of experience in the design industry.

Since their launch, the firm has worked with local and international design associates across different fields on commercial, hospitality and residential projects. In addition to their current offices, Design Anthology & Partners also has plans to open branches in regional strategic nations. Their goal is to eventually become a multidisciplinary design practice with forays in related businesses.

The company also has a residential interior design subsidiary, DAP Atelier, which works closely with homeowners to create spaces of their dreams.

DAP Atelier is largely managed by Willie and Daphne, who are the project director and creative director at Design Anthology & Partners respectively.

DAP Atelier’s design direction is relatively versatile, although their strength lies in contemporary classic asthetics and leans towards luxury living.

Despite their wide reach, Anthony insists that they are still a boutique design firm. “We are very hands on and involved in the design planning stages of all our projects,” he explains. “We may assign them to our other colleagues to handle, but our clients can be assured that they are still getting the services and design values of the top management.”

And this is possible because of the founders’ deep affection for design. “You can say we’re hyper passionate,” says Anthony with a laugh. “We can talk about design for hours!”

Nonetheless, the opinions of their clients matter very much to the team. “Some design firms might believe that they have to stand their ground when it comes to design ideas, but I beg to differ. I believe in two-way communication and participation, and we are very receptive to ideas that our customers have,” says Anthony. “We see ourselves as a producer or a scriptwriter that gathers all the information and then providing a proper body, and in our case, it’s a proper design concept. We don’t want to change our clients’ perception; what we want is to innovate their thinking.”

At the end of the day, what they hope their clients can take away is the process. Says Anthony: “We want them to feel that they have gone through an eventful adventure and have finally reached their destination.”

Left one of the firm’s latest collaborations is with indonesian fashion label sissae, which is known for its cheongsam designs, on this service apartment located in Jakarta.

The interiors feature a chinoiserie style, taking one back to the glamorous days of 1930s Shanghai.

From left: Willie Yee, Anthony Choo and Daphne Tan

Photo wong weiliang

above this punggol ec unit is defined by strong architectural lines as well as striking wood textures. the neutral palette and use of wood tones lend a luxurious contemporary look to this home, creating a hotel-like ambiance.

BRAND STORY

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Free Space Intent

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It would be hard to imagine two people more different than Raymond Seow and Jeffrey Lin. The two founders of interior design firm Free Space Intent (FSI) are as different as night and day. Design director Raymond has a playful and spirited personality that is highly infectious. “I’m still a kid at heart. I love my toys and I love my games,” he laughs. “This playful side of me comes through in my designs, which tend to be a bit more colourful and fun.”

Conversely, Jeffrey, who is the managing director of

partners in design FSI, is the problem solver of the company. “I thrive on challenges, and I make sure things are done on time and on budget,” he tell us. As the person in charge of operations, Jeffrey also deals with numbers. “When it comes to business, everything has to add up.”

Despite the differences, the pair has a solid partnership that began over 15 years ago, back in 1999. At the time, Raymond was running his own design consultancy business and found it difficult to handle the design aspects of his projects while also managing the business side of things, which was why he roped in Jeffrey to help deal with it. “When we

met through a common friend of ours, we just clicked and we thought we should give this partnership a go,” says Jeffrey. “Everything fell into place after that, and our differences really complement each other. But it’s a never-ending process of learning and growing together.”

When they first started out, FSI was known for its retro and effervescent designs. But the company underwent a rebranding exercise 10 years ago to market themselves as an interior design firm that could undertake a diverse range of styles. “We didn’t want to stereotype ourselves to one look, so we sought to build up a brand that was versatile. We try to work with the trends, but we also listen to what the homeowners want,” says Raymond. Describing the design consultation process as a “two-way traffic”, he tells us that it is important to hear what the homeowners have to say. “Interior design is a very personal thing,” he explains. “While I may be very firm about things such as the type of material used or the carpentry finish, we always leave room for our clients to tell us what they like.”

Homeowners who engage FSI can expect a range of services from design consultancy, which typically involves site surveys and 3D renderings, to project management. “Many of our clients come to us with an idea of how they want their space to look like. Our job is to push them to unleash their design potential,” says Jeffrey. Besides testing the design limits of their clients, another aspect of their service involves educating their customers. Jeffrey sheds light on the idea behind this: “We don’t believe we should simply sell a design without telling our clients what they are getting into. For instance, we will explain to the homeowners why we are using a certain material and not another. Each material has its own characteristics and pros and cons, and our clients should know about them.”

Many of fsi’s designs take after the latest interior trends. this home for instance, follows the popular eclectic style.

Mid-century modern furnishings sit alongside oriental ones here, with marble flooring lending an elegant touch.

left their projects are often daring endeavours, like this apartment they’ve done up for film director royston tan. this industrial themed home is chockfull of character thanks to well-placed vintage decor.

To ensure the quality of their design and service is consistent throughout the 15-member team, each designer that joins the company undergoes a stringent training regimen. While the designers are given a relatively free play when it comes to the design, there is a standardisation in terms of costing. Quality is also kept in check execution wise as many of FSI’s sub-contractors have stayed with the company for over 10 years.

Moving forward, the interior design firm is working towards expanding their business, which also comprises commercial projects in the local market as well as design-and-build projects overseas. On the leadership front, Raymond and Jeffrey are also looking to train a new generation of designers who will take over the running of the business. “We are still very passionate about what we do, but we’re not young anymore,” says Raymond wistfully. “While we will continue doing what we do as long as we can, we are also hoping to find someone who can inject new and fresh ideas for FSI; someone who is able to keep up to the times and take our philosophy to greater heights.”

Photo wong weiliang

left bottom Raymond is known for his colourful and flamboyant styles, which often take on a retro vibe. This home features a bright and cheerful palette of red, orange and yellow, best exemplified through the mosaic-tiled feature wall.

Creative furnishings were used to inject a sense of fun.

From Left: Jeffrey Lin and Raymond Seow

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BRAND STORY

Poetus

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Poetus was established in early 2015, but in order to understand how it came to be, one has to go all the way back to when Jack Ng and Wein Goh, founders of this interior design firm, were still students at Singapore Polytechnic. The pair struck up a friendship when they were both studying interior design at the school. Having collaborated on a couple of projects, they found that they had great chemistry and could work well together. They took different paths after graduation, but the chance to collaborate came

society simply by reciting the poems they crafted in a public square. Just like the poets of ancient times, Jack and Wein aim to transform the lives of homeowners through their craft of colours, design, space and materials.

While the pair worked well together and were able to spur one another to come up with better ideas, they were in fact, polar opposites in terms of working styles. This was a good thing as it meant that they both brought different things to the table. Jack is a

Poets of design again in 2014. Jack was moving back to Singapore, after a stint in New Zealand designing luxury yacht interiors. He wanted to set up his own interior design firm here, but needed a partner to work with him. He remembered Wein, whom he kept in touch with all these years and who was then working as a designer with another interior design firm. They got together to discuss the details and very quickly, just like it was all meant to be, Poetus was established.

The name means “poets are us�. When quizzed on what this means, Wein explains that poets in ancient Rome were the ones who changed the opinions and thereafter the lives of the people in

stickler for details, and particular about proportions and dimensions. His familiarity with the use of wood and metal has resulted in stunning, innovative design elements. Wein, on the other hand, is all about the bigger picture. He enters a project filled with all sorts of creative ideas. His keen knowledge of masonry works and his sensitivity towards materials have given the pair plenty of room to play around with different concepts and to create homes that have improved the lifestyles of their clients.

The improvement of lifestyle is what Poetus strives for in every project that they do. Through house visits, conversations and close observations, Jack and Wein are able to provide design concepts that not only suit the needs of the occupants, but also enhance their overall living environment.

Their design approach is all about being fresh and unique, and challenging limits. Not for the sake of it, but for the sake of changing the lives of their clients for the better.

From Left: Wein Goh and Jack Ng

opposite page top The poetus showroom is just like the designs they do – creative and out of the ordinary. the space features plenty of quirky textures and details, including a ceiling feature made from diagonal strips of plywood.

Photo wong weiliang

opposite page bottom Concrete-like surfaces add an edge to this scandinavianthemed home, which is one of the more recent projects undertaken by poetus.

BRAND STORY

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Rezt & Relax

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When childhood friends John Foo and Wilson Teh launched interior design firm Rezt & Relax 16 years ago in 2000, they were motivated by the sole aim to make a living out of the construction business. What they did not expect was to fall in love with design.

“We may have started doing it to survive, but it eventually grew into something that we both have a lot of passion for,” says Wilson Teh, who is the executive director of the company. “When we entered the business, we found that most people hold a high

creating with heart regard for their homes. As such, we wanted to be part of that process for them and to create a living environment that they would love.”

The duo did not have a background in design.

Wilson and John were both dabbling in the cosmetics industry, although the latter, who is the managing director of the firm, also had a side business dealing with construction. It was a chance visit to an empty site in Punggol, which was slated for Build-To-Order (BTO) flats at the time that led them to eventually decide to give the interior design industry a try.

Wilson explains: “We thought that all these new homes surely needed someone to fix them up!”

John and Wilson acquired their knowledge and expertise through real-life experiences, rather than through design school. “What I’ve learnt in school cannot be applied in real life,” says John. “It only taught me how to draw. They don’t teach practical or specific details – these I acquired only when I started working on people’s homes.”

And worked they did. They started from the bottom, slowly working their way up to where they are today – as one of the bigger players in the industry. Besides the customary design consultation services, Rezt & Relax also offers packages for those looking to renovate their BTO apartments and condominiums. “Homeowners from these two categories tend to only require minimal renovation work done. Most BTO owners want to move in fast,

while condo units more often than not already come with the standard fixtures,” says Wilson. There’s also a specific renovation package for those looking to renovate just their kitchen.

Even though the firm has these renovation packages, the designs they provide are anything but cookie-cutter. Wilson tells us: “Our designs must help the owner’s lifestyle, first and foremost. Rather than blindly following the latest fads, we design to suit their needs.” While they don’t have a signature style and are open to input from their clients, their designs have largely taken on a minimal, clean-cut look.

Rezt & Relax offers a lifetime warranty on all their carpentry work, which exemplifies their philosophy of being reliable and responsible. Wilson explains the reasoning behind: “We want the owners to know that we are very transparent and that they can trust us to see them through any problems even after the work is done.” In addition, the firm also provides complimentary checks for defects after five years from the end of renovation. “We realised most things start to break down after this period, so instead of having our clients come to us with the problems, we go to them first.”

Besides residential homes, the 60-member strong team also works on commercial assignments and regularly participates in projects that contribute back to society. Wilson says, “We believe it’s important to give back to society. One of our projects involves providing complimentary renovations to a traditional Chinese medicine clinic that offers free medical services to less fortunate people.”

above there’s nothing cookiecutter about rezt & relax’s designs. take this project for a three-room hdb for instance – distressed copper-like laminates line one side of the wall, giving this home a masculine, industrial flair.

Photo wong weiliang

From Left: john foo and wilson teh

below to recreate the look of luxury hotels, the designers at rezt & relax did up a classy open-plan en suite for this condo unit.

But unlike their big hearts, the pair shows little ambition when it comes to Rezt & Relax. “We are just simple kampong boys. To get where we are today is really through hard work and the opportunities we were given. But if you ask us what we hope to do in future, we want to take things online and make things more transparent between the homeowner and the designer,” reveals Wilson. “We want to come up with an app that documents the entire renovation journey. This puts everything out there, so that there wouldn’t be any dispute. Plus having everything on a digital platform speeds up the whole design process!”

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BRAND STORY

Wan Tai & Co.

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Established in 1962 by the Tay family, Wan Tai & Co. began as a trading company dealing with timber and plywood. By the 1980s, when the second generation took over, the business strategy shifted to kitchen sinks. But with a call for tender to provide sanitary supplies to the Raffles Hotel, an opportunity came up for the company to turn into the import of European sanitary wares. And with that, Wan Tai & Co hasn’t looked back.

creating your oasis Following the Raffles Hotel project, Wan Tai has also supplied sanitary products as well as bathroom fittings and accessories to other significant landmarks in Singapore including the Fullerton Hotel, Reflections at Keppel Bay and Capitol Piazza. Today, the company continues to be powered by a passion for well-designed and good quality sanitary wares.

Since the early 2000s, Wan Tai has been making inroads into the residential sector fuelled by the belief that bathrooms are one of the most significant areas of the home. “The homeowners of today have discerning tastes, and they are willing to pay a difference to find unique products for their homes,” says Jeffrey Tay, who is the sales director at Wan Tai. With that understanding, the company launched Bathroom Gallery and Bathroom Warehouse in 2001 and 2013 respectively.

Occupying a 15,000-square foot showroom, Bathroom Gallery offers an extensive range of bathroom products displayed thematically in an upmarket boutique. Unlike conventional showrooms, the themes throughout the space are not grouped by brand; rather, they are based around different design concepts. Bathroom Gallery encourages consumers to go beyond the perimeters of brand and to embrace a “mix-and-match” perception to find out what truly suits their style and lifestyle. The range includes products from CEA Design, an Italian label that manufactures minimalistic yet playful faucets with a 316 stainless steel finishing as well as Villeroy & Boch, who are known for their well-designed ceramic wares.

While Bathroom Gallery caters to a higher-end clientele looking to invest in designer products,

below bathroom warehouse retails affordable yet quality fittings and accessories suited for today’s discerning homeowner.

Photos wong weiliang

bathroom gallery’s showroom comprises different design concepts, displaying products that are not grouped by brands but by style.

Bathroom Warehouse offers quality fittings and accessories at affordable price points. The store carries reputable brands such as Hansgrohe, Grohe and Duravit. Following the successful reception of Bathroom Warehouse, Wan Tai is looking to add to their two current stores.

“Here at Wan Tai, we don’t just sell bathroom wares,” says Jeffrey, when asked what the core mission of the company is. “We want to make a difference to people’s bathroom experiences. After all, the bathroom is one of the most important spaces at home. And you would want it to be comfortable.

So when you come in to our showrooms, don’t be afraid to tell us what you want and need. We are here to help you achieve your dream oasis.”

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BRAND STORY

TEKA

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Founded in Germany in 1924, Teka stands among the world leaders in the manufacture of domestic and professional kitchen appliances. They started out as a supplier of stainless steel sinks but decided to focus on kitchen appliances as part of their drive to expand sales. Today, Teka has manufacturing facilities in Europe, America and Asia, and markets its products in more than 100 countries worldwide.

your modern kitchen resource Their Singapore subsidiary, Teka Singapore, was established in 1994. Asia was the last stage in the company’s expansion plans to have a subsidiary office in each continent, and Singapore represented a strategic location to set up key operations for the region.

Originally located in a small office and showroom in Martin Road, Teka Singapore now sits in a large corner unit in UE Square. The showroom aims to be a one-stop solution for all your kitchen needs. It features Teka products set in various kitchen settings, so you can see how their appliances look and work in real life environments. Over 90 per cent of their products from the Teka catalogue are on display. “It’s about marketing a lifestyle, rather than just selling a product,” says K.C. Foo, the managing director of Teka Singapore and Malaysia, who has been with the company for over 14 years.

While most of the appliances available in the European market are offered here, a curation process ensures that the products are applicable and relevant

to local cooking methods. Market research, case studies and surveys also help in determining what is suitable for the Singapore market. One example can be seen in the decision to bring in steam ovens, a move that was motivated by a recent trend here towards cooking healthier meals.

Made entirely in Europe, Teka’s appliances are built-ins rather than freestanding. “Built-ins don’t clutter your kitchen,” explains K.C. “So they can offer a sleeker and more luxurious look for your cooking space.” The products range from multifunctional ovens and dishwashers to taps and sinks, with prices varying from the very affordable to premium. What stands out about Teka’s appliances however are the

Photos wong weiliang

Teka’s showroom displays its built-in appliances in realistic kitchen settings.

The products take on a sleek and contemporary aesthetic, fitting perfectly in any modern home.

aesthetic. Made from materials like stainless steel and glass, the products adopt a fuss-free appearance that would fit into any contemporary home.

Teka products are incredibly user friendly, but if you need extra help, the company also provides product demonstrations even after purchase. Their after-sale service works on the philosophy of a quickresponse time, so you can expect a 24-hour response to your calls and enquiries and a solution to your problem within three days.

As a way to stay on trend, Teka plans to roll out more energy-efficient appliances down the road.

Says K.C.: “We are moving into a greener future, so we hope to come up with more eco-friendly products that can do their part for the environment.”

BRAND STORY

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Every great thing begins with a vision. For WasserTec, it started with four individuals’ foresight to tap into a growing and increasingly niche market for water filtration products in 2009. Armed with many years of experience dealing with water filters, Stephen Lee, Anthony Lee, Samuel Chua and Jenny Ong established the brand as one of the key industrial suppliers of water filter components. By 2012, it was supplying to major water treatment plants in Singapore.

fresh perspectives WasserTec then started looking into the residential market. “We did a survey, and found that there was a demand for clean and safe drinking water among homeowners,” says Stephen, who oversees the overall operations at WasserTec. “But commercial filters were not only too bulky for homes, they were also too costly. So we wanted to create good quality and reliable filters that everyone can own at a fraction of the cost.”

As filter technology improved, WasserTec water filters for homes have also adapted with the times.

From sediment and chlorine filters to alkaline and

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anti-oxidant water, WasserTec has always stayed attuned with the latest technologies, driven by the desire to bring safe and clean water into homes.

By purchasing a WasserTec product, you are assured of affordability without any compromise on the quality. One of their signature products is the DS-6 Mini Water Dispenser, which uses a four-stage ultrafiltration (UF) system that is able to effectively filter out impurities and chlorine from the water, keeping only the natural minerals valuable to the body. It also removes bad taste and odours via its carbon filter to leave you with a fresh and tasty drinking experience. Taking into account today’s small homes, the company has also made the DS-6 suitable for compact kitchens. It measures only 240x165x340mm, so it fits into your countertop without taking up too much space.

Another product highlight is the GE 2-Stage Undersink Water Filtration System, which, as its name suggests, is installed under your sink via a fuss-free and automatic “shut-off” and “push-

wassertec’s water dispenser for homes effectively removes impurities so you can be assured of a fresh and tasty drinking experience.

Photo wong weiliang From Left: Samuel Chua, Jenny ong, Stephen Lee and Anthony Lee

installed under the sink, the ge 2-stage undersink water filtration system is incredibly easy to install.

to-connect” method. It features two filtration technologies: a carbon black and granular activated carbon to effectively reduce harmful chemicals, microorganisms, sediments, chlorine taste and odours to provide fresh and clean water for drinking and cooking.

Knowing that they are improving drinking experiences is what keeps WasserTec moving forward. “We are looking to focus on residential homes for now,” says Stephen. “There’s a need in the market and if we can bring clean and safe water to more people, why not?”

the ds-6 mini water dispenser is known for its compact size. despite its small built, it can effectively remove impurities and chlorine in water.

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BRAND STORY

Name game

Foreign names in the world of design and architecture can get us all tongue-tied. We tell you how to say it right TEXT Jolene Limuco

Bosch

A German electronics company, Bosch manufactures everything from refrigerators to kettles. say Bawsh

Braun

We love this household brand known for their reliable selection of grooming and beauty gadgets and handy kitchen mixers and blenders. say Brown

Gaggenau

This German brand makes some of the sleekest and high-performing large kitchen appliances like convection ovens, microwave ovens, cooktops, wine cabinets and dishwashers. say Gah-ge-now

Georg Jansen

Founded in Copenhagen in 1904, this Danish brand crafts exquisite silverware, cutlery and other beautiful household accoutrements from silver. say Gyor Yen-sen

Hans Wegner

This Danish designer’s Wishbone chair is on every furniture connoisseur’s wish list. say Hanz Vine-ner

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Harry Bertoia

True to his form, American artist Harry Bertoia designs furniture that are sculptural and ergonomic. say Harry Ber-toh-ya

IKEA

This Swedish furniture retailer needs no introduction thanks to its affordable yet functional pieces that are suitable for just about any home. say Ee-kay-uh

Le Corbusier

Well regarded as the father of modern architecture, this Swiss architect is known for buildings that marry functionalism with sculptural expressionism. say Leh Core-boo-zee-ay

Le Creuset

An enameled cast-iron pot from this French manufacturer is an essential cooking tool in any kitchen. say Ler crew-say

Miele

Another premium German kitchen appliance brand, Miele boasts a founding history of over 100 years. say Mee-luh

Villeroy & Boch

This porcelain brand headquartered in Mettlach, Germany boasts a rich history spanning over 260 years.

You would probably find pieces from Villeroy & Boch in royal palaces from Britain to Thailand! say Vee-ler-wah e-bok

Gahgenow

40

SR BRAND STORY

r e s o u r c e s

6 Charms Singapore 9 Raffles Boulevard #02-21 Millenia Walk Shopping Mall tel: 6438 5698 www.6charms.com.sg Design Anthology

Rezt & Relax

& Partners

33 Ubi Avenue 3

6 Raffles Quay

#02-09 Vertex Tower B

#16-01

tel: 6348 7787

tel: 9688 0010 / 9138 8219

www.reztnrelax.com

Free Space Intent

Wan Tai & Co.

8 Ubi Road 2

25 Changi South Avenue 2

#02-07 Zervex

tel: 6546 5900

tel: 6392 8885

www.bathroomgallery.com.sg

www.fsi.com.sg WasserTec Teka Singapore

3016 Bedok North Avenue 4

83 Clemenceau Avenue

#04-19 Eastech

#01-33 UE Square

tel: 6245 1677

tel: 6734 2415

www.wassertec.sg

www.teka.com.sg Poetus 65 Ubi Road 1 #01-88 Oxley Bizhub tel: 8699 0008 www.poetus.com.sg

Cover photo courtesy of Louis Poulsen

Brand story

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