Welcome To The House Of Sub-Zero And Wolf

American premium kitchen brand Sub-Zero and Wolf launched an experiential flagship showroom in a conservation house on McNair Road.



BY Asih Jenie

10 August, 2018


Sub-Zero and Wolf (SZW) are no stranger to Singapore, having been available in the market for almost 20 years from reputable distributors. Last week the duo of specialist kitchen brands reaffirmed their presence in Singapore by opening a stand-alone flagship showroom.

The House of Sub-Zero and Wolf occupies an elegant Conservation house on McNair Road. The two-storey showroom is fitted with SZW’s signature preservation and cooking appliances, including built-in refrigerators, wine storages, and handcrafted cooktops and modules.

The showroom showcases the innovative possibilities of the products’ application in a residential environment (and beyond) while expertly wooing the guests (not ‘customers’) with an immersive luxury experience.

The interior and décor of the showroom were curated by the internal team from new distribution partner SZ & W (Southeast Asia) helmed by Director Yam Churn Meng.

Guests are received into an elegant kitchen area decked in tropical print wallpaper. A large kitchen table takes the centre stage in this room while behind it Sub-Zero fridge and wine storage keep house-brewed beverages (infused with herbs and flowers grown on the premise’s own garden) and wine fresh and ready to be served.

A door on the side of the room leads to an outdoor barbecue area decked with Wolf’s signature red-knobbed appliances. Behind the reception area is the library area decked in dark timber with a state-of-the-art oven to match. 

The showroom’s second-floor houses a ‘man-cave’, a French-themed dining hall, and another live cooking area. 

“Did you know that Sub-Zero is the pioneer of the built-in hidden fridge?” said Edmund Schorr, SZW’s Bangkok-based Director of Sales Asia, pointedly showing us the hidden fridge inside the ornate white cabinet in the dining room.

Sub-Zero boasts the unrivalled technology and over 70-years of appliance expertise for food preservation, and at The House of Sub-Zero and Wolf, guests are welcome to prove this by conducting their own experiment.

Simply leave a food item, labelled with the start date, in one of the showroom’s fridge and leave it. “Drop by again in a few weeks and you’ll see how we keep it fresh,” quipped Schorr. The first experiment is currently underway, featuring an open tub of ice cream dating back to mid-June. 

Photography by Aaron Wong

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