Living in Style
SWISS APPLIANCE BRAND V-ZUG IS ELEVATING THE RETAIL EXPERIENCE WITH ITS INTEGRATED DINING AND KITCHEN SPACES AT ITS NEW FLAGSHIP SHOWROOM IN SINGAPORE
When famed interior designer Peter Tay designed Swiss appliance brand V-ZUG’S flagship in Southeast Asia, he envisioned a “living lounge” where people would “gather, learn and enjoy”. Celebrating its 105th anniversary this year, V-ZUG reaches new heights with the opening of its ZUGORAMA Flagship Experience Centre at Scott Square, setting a new benchmark in the luxury retail scene.
EYE ON ELEGANCE
With an eye towards framing the most pleasing setting to showcase V-ZUG’S luxury home appliances, the brand turned to Tay, whose sleek aesthetic has already earned him a storied clientele including Asian celebrities the likes of Zhang Ziyi, Wang Leehom and Stefanie Sun. “I strive for simple and beautiful spaces that emphasise functionality, understated design and luxury,” explains Tay. His design takes cues from the brand’s attention to form and function to create an elegant space with seamless transitions between its living, kitchen and dining areas. The designer also took inspiration from V-ZUG’S products, which exude a timeless sense of style with their mirrored-glass finishes. The result is a sleek and modern showroom that also impresses. Visitors are greeted by a lofty backdrop with a reflective ceiling and full-length glass windows. The space then segues into unique zones—these include a walk-in wardrobe equipped with the Refresh Butler, V-ZUG’S revolutionary clothing-care appliance, as well as the living room and lounge areas.
SHINE AND DINE
It’s at the vibrant dining area where the showroom concept truly shines. Overlooking Scotts Road, the restaurant presents a picturesque setting to relax and dine. Designed as an open kitchen, diners can watch the chefs prepare their exquisite meals, and learn how they work their magic using these superb appliances. Key products include the Combi-steam MSLQ oven, which combines the oven, microwave and steamer in a single appliance while shortening cooking time by up to 30 per cent. Along with the culinary