As a show suite, Sujonohun ensured that it appeals to its target audience of wealthy individuals with refined taste. Moreover, as a real unit within the completed development, it is intended to be sold fully designed and furnished.
Multidisciplinary design practice Sujonohun ensured that their design for a show suite at Wallich Residence in Singapore is aligned with the premium value of the property and the requirements of the potential buyers – high net-worth individuals. Many of them are foreigners looking for a second home in Singapore.
Sujono Lim, director of the practice, shares that their client did not hand them a specific brief – which, he admits, can be daunting for designers. “It means we have to capture the right market with the right approach while making sure that the project is not too general, mainstream, or a crowd-pleaser.” At the same time, the design has to be premium, exclusive, and able to elevate the unit’s value.
What is an ideal starting point for you to design a show suite?
Show suite design is very competitive. Many designers try to outdo each other in creating a unique design with attention-grabbing elements. However, it is important to understand that show suites are meant to be a representation of a real home; therefore, a successful show unit design is one that marries the developer’s vision – the theme, architecture, landscape, etc., and the buyer’s aspiration – how they imagine living in the unit and identifying potential improvement that could elevate their lifestyle.
In general, is there a stronger commercial push in designing a show unit?
Yes, people are looking for the finer things in life; there is more pressure on us and the developer to bring out the unit’s potential. People today are more resourceful, and there are many online critics, which push interior designers to be more sensible with their design. It is not just about cosmetics, but captivating buyers with honest and practical design.
With the recent pandemic, people have started to treasure their house more by finding ways to beautify and appreciate them – not merely as comfortable shelters but more as an expression of the refined lifestyle that travel and glamorous events used to offer.
Therefore, there is a call for better design that is personalized and lifestyle-oriented. Our job as designers is to help create the perfect, one-of-a-kind place that is meant for the owner.
How do you preserve the integrity of your design while presenting it appealingly?
A designer is a problem-solver first. Apart from being aesthetic, we need to address a problem or brief – and those are inseparable. The appeal comes from being able to handle a problem through artistic solutions. A design that birthed from a problem and serves as a solution is more meaningful than one that exists out of nothing.