How did you start out with Space Furniture, and what did you set out to achieve during your tenure as the Group CEO?
My path to Space Furniture was an interesting journey. I was born and raised in Singapore, and left for Australia in 1997 to complete my university studies. I returned to Singapore to begin my working life some 10 years ago.
My career has included accounting and management positions at Arthur Andersen and Ernst & Young, and I think this experience has proved invaluable as it provided rare insights into a variety of businesses and industries. It was while working for Ernst & Young on the Harvey Norman business that I was offered the role of Financial Controller at Space Furniture.
Upon reflection, this was a watershed moment in both my career and Space Furniture’s. When I joined the business, my aim was to help it achieve its full potential. I was entering a business run by some of the most creative and passionate people within the design industry. It was a strong brand and a market leader, and I felt I could apply my business skills to help solidify the brand as Australia’s leading design retail business.
My move from being a Financial Controller to General Manager for Space, Poliform and Kartell Australia and, now, Group CEO was not something I had anticipated when I joined the group. Ten years on, I am still here and feel fortunate to be working with a team of talented professionals who share my vision for this company as we now look to consolidate our experiences and drive forward the Space retail and contract business throughout the Asia-Pacific region.
What enables Space Furniture to continually stay ahead of its competitors?
Our mindset. What Space did when it was created was to offer to the Australian public furniture that had never been available in this market before. The philosophy and spirit of originality and quality continues today but now we also focus on developing the collections with a curatorial eye. The environments that our clients see when they walk in the door must be inspiring. It’s much more than just representing the brands, it’s providing an experience that is unique and can push boundaries and expectations.
An important aspect of our company philosophy is the focus on sharing design knowledge with our clients and beyond. This is why we regularly stage industry events, host guest speakers, publish our magazine more space online and run the coveted Space Design Residency programme in Australia.
Space will always be synonymous with creativity, integrity and excellence in everything we do — from the brands we represent, to the presentation of our stores and the relationships we value with our clients, suppliers and team members. This is what paves our way. This is our blueprint for success.
With the advent of online avenues, showrooms are increasingly becoming spaces to experience the brand rather than a place to exclusively sell products. How has this affected the way Space Furniture reaches out to potential clients?
Space is home to more than 2,500 products, so our decision many years back to include all the materials and specifications for these products online was a considerable undertaking. What you have to remember is that in today’s market, not being online in a meaningful way leaves you well behind. Our online store in Australia that was launched over three years ago was just the beginning. We also continue to publish our magazine online as it enables us to share knowledge and insights from the international design scene, while also providing our clients with a behind-the-scenes perspective of what goes on both inside and outside the Space business. This is the type of relationship that clients look for today. Products on a page are only part of the story and our clients are intelligent people so engaging them at every level is an important part of who we are as a business.
An understanding of human tastes and trends seems pretty vital for this industry. When it comes to selecting the right kind of furniture, what are the key elements that clients will usually look out for?
We treat our clients as ‘Life Individuals’ — a diverse collection of people who each have their own unique sense of style and bonded by a desire to surround themselves with beautifully designed furniture as it inspires them to create their own unique space.
Each item we sell is of the highest quality. That is a given. We believe in showcasing only the very best designs from around the world and also supporting brands that devote themselves to excellence and authenticity.
What is the general public wanting in interior design nowadays?
Individuality, a home that is tailored to their needs. In our latest ‘A Life Individual’ campaign, five of our long-term clients generously invited us into their homes to capture how they live. Each image in the campaign tells a story about who our clients are, how they like to live and how their furniture collection has helped them to create and define their space. It involves real people in their every day lives, and is not staged in any way.
Our design consultants also work with clients to ensure that the furniture they select is best suited to their tastes and lifestyle. This is also why so many of our clients have remained with us for so long — it’s a relationship based on understanding what the individual needs.
What are the latest developments coming out of Space Furniture that you are most excited about?
The Milan Furniture Fair just ended and we have been given previews of many exciting new proposals from our key brands. Stay tuned.
What, in your opinion, is the best way to quickly transform a room?
Buy something you truly love that will stand the test of time and will always make you feel like you are at home. The room is transformed into your personal enclave because you are surrounded by things that are beautiful and bring you happiness.
Tell us more about the Green Space initiative.Â
Green Space is an initiative developed to inform, inspire and educate all lovers of original design on all things relating to the sustainability of furniture, lighting and accessories. The three pillars of this initiative that form the foundations of our sustainability ethos are quality of materials, standards of manufacture and durability of design.
At Space, we believe that everyone involved in the lifecycle of a piece of design – from the designers to the manufacturers, seller and even the buyer – plays a pivotal role towards ensuring that the natural environment is not compromised as a result of a product’s creation. By continuing to support original design that is made responsibly, ethically and sustainably, you are playing a part in ensuring the environment is protected for generations to come.
To support this, an installation showcase is held annually at our showroom in Singapore. Partnering with Cubes Indesign, we engage with both architects and designers to conceptualise and create installations revolving around a theme with the objective of enhancing eco-consciousness.
And what about ‘Space Nurtures’?
As for Space Nurtures, it is a student programme supported by the DesignSingapore Council and Vitra that equips budding designers with the right skills to become the commercially-viable designers of tomorrow. Students with potential are selected through a design competition and will attend a two-week long, all-expense-paid summer workshop at Domaine de Boisbuchet in France, followed up by an attachment with Vitra in the German town, Weil am Rhein. After three years, our next plan involves transforming this programme into a format that benefits the design community by allowing them to gain insights and first-hand experience of the design business.
