Bookmark & Share
AT the Salone Internazionale del Mobile in Milan last month, Singapore's manufacturers and designers showed they were no slouches in the world of high-design furniture. Unique, world-class design was the selling point and nothing came cheap, but there was no trouble finding willing buyers - a sign that designs from the Republic have come of age.
Significantly, five pieces by Air Division were bought over and launched in the collections of prominent European brands Living Divani, Ligne Roset and Opinion Ciatti this year, which raises their value several-fold. For example, the Pebble coffee table, which previously retailed locally at Air Division for $1,200, is now sold by Ligne Roset for $3,996.
Instead of relying on the region's traditional asset of cost-effective production, the homegrown companies focused on high-quality and original design, even if they were manufactured at a premium.
For example, at National University of Singapore's D.lab, which markets products developed by students, pieces start at 120 euro (S$242) for a simple wooden block used to hold pencils. Despite its price, the limited-edition collection, titled Objects Around the Tablescape, attracted 15 interested buyers, and was invited to exhibit at acclaimed Milan design gallery, Rossana Orlandi.
The results also speak volumes, literally. Manufacturing companies exhibiting in the six-day furniture trade fair under the Singapore Mozaic brand achieved an estimated $250,000 worth of spot orders, with deals valued at $350,000 still under negotiation, in figures just released by the Singapore Furniture Industries Council, which led the delegation supported by IE Singapore and Spring Singapore.
The six exhibitors are namely Air Division, Getz Bros & Co, Koda, Office Planner, Star Furniture Industries, and Exit Design. It's a considerable result, since the showcase was a mere 160-square-metre booth shared by all six firms, and situated at an unfortunate corner at the behemoth fair. This is also a far cry from last year's showing, when $60,000 worth of spot orders were generated from the five participating firms.
What was their success formula? BT talks to three companies to find out.
Search Property News
