Master Class In Branding

Fritz Hansen has opened one exciting showroom concept after another in Asia. After the appearance of the House of Fritz Hansen in Bangkok and Jakarta, and a chic flagship in Xi’an (see page 130), the brand has opened the Fritz Hansen Lounge in Singapore’s Tan Boon Liat Building. Designed by Jaime Hayon, The Lounge’s interior is rendered open and breathable thanks to its many arches and rounded wall openings. In the rooms, iconic Fritz Hansen pieces such as the Egg, Swan and Drop chairs are showcased along with contemporary pieces by Hayon and Nendo. The soft and welcoming interior is quite a contrast with Tan Boon Liat’s industrial environ – a surprising choice of venue, or a master class in branding? Head to Indesignlive.sg to read more. In Singapore, Fritz Hansen partners exclusively with W.Atelier.