BLOWING HOT AND COLD
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