Robb Report Singapore - - Art & Design -

Seraphina Woon speaks to Ed­mund Schorr, Sub-Zero and Wolf’s sales di­rec­tor, to un­cover the brand’s secret to longevity and to dis­cuss its in­ti­mate

new show­room in Sin­ga­pore.

ry to open the freezer door. Go on,” SubZero and Wolf’s sales di­rec­tor for Asia Pa­cific, Ed­mund Schorr, is urg­ing me to­wards a for­mi­da­ble-look­ing fridge han­dle.

We’re in the House of Sub-Zero and Wolf on McNair Road and Schorr is hav­ing a grand time in­tro­duc­ing its elab­o­rate kitchen ap­pli­ances and ar­tic­u­lat­ing sur­prise fea­tures.

Imag­ine soft-close oven doors and draw­ers, a patented air-pu­rifi­ca­tion tech­nol­ogy that is NASAap­proved, and most im­pres­sively, the erad­i­ca­tion of freezer burn. I could rat­tle on but the prod­ucts must be seen and tested to be be­lieved.

The launch of the new show­room aims to do just that. With prices for a small hob start­ing at S$3,500 and re­frig­er­a­tors re­tail­ing for S$48,000, Sub-Zero and Wolf ’s prod­ucts are far from ca­sual pur­chases, and it makes sense that the brand en­cour­age cus­tomers to take their time to ex­pe­ri­ence the show­room.

Schorr, who has been with Sub-Zero and Wolf for the last 14 years, shares his thoughts on the her­itage of the brand and how the new show­room is go­ing to im­prove the kitchen ex­pe­ri­ence for its clien­tele in Sin­ga­pore.

How would you de­scribe the cor­ner­stones of Sub-Zero and Wolf’s busi­ness model?

There are two main driv­ers for Sub-Zero. The first fo­cuses on kitchen de­sign — ev­ery prod­uct is mar­ried into the cab­i­netry. We don’t make any free­stand­ing prod­ucts, so we’re al­ways in

House of Sub-Zero and Wolf show­casesthe in­no­va­tive pos­si­bil­i­ties of the prod­ucts’ ap­pli­ca­tion in a res­i­den­tial en­vi­ron­ment. Fac­ing page,top right: Ed­mund Schorr.

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