The highly anticipated S$50 million complex in Singapore has opened its doors. Space’s general manager for Asia, Syddal Wee, tells Indesignlive.asia how the new hub is both a destination and an experience.
21 November, 2011
The mounting anticipation for the long-awaited Space Asia Hub culminated earlier this month with a grand opening on 11 November.
Sitting on a 40,000sq ft site in the heart of Singapore’s arts and entertainment precinct, the showroom complex by WOHA Architects holds 3 blocks comprising 2 restored and internally re-modelled conservation buildings – The Villa the Heritage Building – that are linked by a contemporary Glass Block.
The new development housing Space (formerly at Millenia Walk) continues to carry just about every iconic European brand you can think of – B&B Italia, Giorgetti, Maxalto, Moooi, Flexform, Flos, Kartell, and Vitra, just to call out a few of the over 20 brands it represents!
Aside from enhancing the streetscape with its distinctive façade, the showroom offers a great variety of spaces internally, giving each brand partner the room it needs express its unique characteristics.
Syddal Wee, general manager of Space Asia
Syddal Wee, general manager of Space Asia, explains the move.
“The obvious reason was that we needed more space. We thought we were swimming in space until we presented this concept of the Asia Hub to our brand partners,” says Syddal, adding, “They literally gobbled up the space.”
In a show of support, Space’s brand partners also contributed S$1 million to the S$50 million project and showed up in force on opening night.
Still on the move, Syddal explains that they wanted to avoid high-traffic malls, choosing instead a street front that would “make it an attractive destination store for those who want to come”.
And a destination it most certainly is. One can start downstairs at the bar with complimentary drinks, then meander into an air-conditioned 2-storey-high, green-walled courtyard, and quite possibly end that journey upstairs in 1 of the 2 intimate lofts, or out on the landscaped terraces.
Syddal says, however, that the showroom is not just a destination, it also an experience. Customers, he notes, don’t want to go to a monobrand store because they don’t want their houses to appear as an extension of the brand showroom.
“So,” he says, “having multiple premium brands gives them the ability to mix and match and personalise their preferences.”
As such, the showroom presents the product in a “lifestyle manner”, connecting, says Syddal, “with the emotions”.
Syddal also says he already has clients whose main reason for visiting Singapore is to visit Space. Doubtlessly, the new Space Asia Hub will strengthen that connection – both locally and regionally.
More Space highlights coming soon.
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