Located in The Genting Centre on Lim Teck Kim Rd, Stylecraft‘s Singapore showroom, designed by HASSELL, is personified by a bold use of colour and combination of materials to stage furniture, lighting and accessory collections. Double the size of their previous showroom, the new space intrigues by featuring split levels and a new experience at every turn. Tones of mustard and emerald act as backdrops for settings, with a striking red window. Navy velvet curtains frame a softscape modular lounge setting, while a lighting wall displays pendant and wall light ranges by Australian designer Ross Gardam. Gardam’s ranges appear throughout the space in various configurations lighting and enhancing every corner of the showroom.
Joel Sampson, Senior Associate at HASSELL who worked with a design team across the Singapore and Shanghai HASSELL studios on the project, describes the design process. “Following on from the success of the Sydney and Melbourne Stylecraft showroom designs by HASSELL, we were very conscious that the showroom needed to be kept within the Stylecraft showroom aesthetic, yet with its own distinct Singaporean identity. Split across 4 levels, we have created a series of moments throughout the showroom that capture each individual area’s unique identity. One of these moments is a circular puncture, linking and framing the moment of entrance to the moment of exit. Dramatic half-moon shaped velvet curtains, designed to frame furniture settings grounded by the Stylecraft rugs collection, act as a moment of impact upon entering the showroom. All of the spaces are linked together through the main showroom floor, referred to as the social heart. This is a large open space that has a range of small alcoves and central kitchen. This area is peppered with terracotta tiles, a typical finish used throughout street paving in Singapore, providing the showroom with a local identity.”