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Louis Poulsen Asia: A New Age Defined

Louis Poulsen Asia has relaunched its Purvis Street showroom, marking a new era of style underpinned by a new business structure in Singapore.



BY INDESIGNLIVE.SG

5 September, 2017


Embraced by a colourful exterior and a vibrant energy, Danish lighting design brand Louis Poulsen relaunches on Purvis Street as the regional headquarters for all countries in Asia Pacific (with the exception of Japan).

The showroom space consists of 1,500 square feet with large windows at the entry, showcasing the iconic PH Artichoke in different variations of copper, steel and glass. The Singapore team is based in this newly refurbished Purvis Street showroom, serving functions from sales and marketing, to logistics and accounting.

“Louis Poulsen had an office in Singapore for eight years and worked through exclusive partnerships in the region,” explains Christian Seiffert, Managing Director of Louis Poulsen Asia. “But the business in Asia was mainly about classic collections and collectors’ items. Louis Poulsen is a lifestyle brand and we offer way more than that. We are injecting new life into the company and are working hard. This means launching eight-to-twelve new products a year based on our philosophy ‘Design to Shape Light’ – products that a younger, design-minded clientele could also be interested in. And we make it accessible to the wider public through inspiring and educational new retail spaces in Singapore and the region,” he says.

The showroom is now the primary space for interface with architects and designers, while private end users will be catered to by an expanding network of affiliated retailers in Singapore and the region. Louis Poulsen is pleased to announce the first of its shop-in-shop collaborations with XTRA – a premium furniture and lighting retailer located at Marina Square.

“Many of our products are designed for residential environments,” elaborates Seiffert, “so when it comes to our own showroom, we want to express a cosy and comfortable atmosphere.” The historic shophouse architecture of Purvis Street enhances this character while furniture from fellow Danish brand, Carl Hansen, complements the Scandinavian tone of simplicity and refined quality inside the Louis Poulsen office space.

The Louis Poulsen office team at 5 Purvis Street actively accommodates the sales and marketing needs of the APAC region. The B2C (retail) sector is headed by Regional Sales Manager, Michelle Liu, while B2B (professional projects) including Louis Poulsen’s outdoor range are managed by Area Sales Managers Alicia Asri and Stanley Chan.


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