Moving Forward
Meet Kernel, a homegrown furniture brand offering finely crafted collections suited to modern Singaporean abodes
One could say that Jason Song was meant to work in the furniture industry given that his father founded Vhive, a local manufacturer focused on affordable pieces. His arrival on the scene, however, took a few twists and turns.
In 2011, he quit his advertising job to establish branding agency Acre with partner Zheng Tianyu.
A few years later, he collaborated with architect Melvin Keng and founded Kaizen Architecture, therefore expanding the size of his company as well as its repertoire of services.
“You tend to worry about different things once you’re responsible for the livelihood of others, but you always remember what you want to do above all else. For me, that was always furniture,” says Song.
His long-held dream has come to life with Kernel, a new brand which he co-founded with Zheng and Keng in June. Song envisions Kernel as a way to democratise access to well-made furniture while deepening our connection to the production process. “Whether it’s born out of adversity of the Tohoku earthquake, as with Ishinomaki Laboratory, or a traditional furniture maker like Matsuso, we enjoy telling the stories behind each piece and the dedication of the craftsman.”
The launch of Kernel spotlights a selection of Japanese brands, beginning with Ishinomaki Laboratory—a brand that embodies Japanese minimalism at its best with its pared-back construction and simple lines. Song’s deep appreciation for Japanese craft and creativity was ignited during a visit to Saga prefecture in Japan arranged by the Japan External Trade Organization.
“I learnt that before you spot a defect, Japanese makers would address the mistake already,” he shares. “Such was the integrity and perfection that it stuck with me, so much so that I named our architecture practice after the Japanese philosophy of ‘ which means continuous improvement.”
The company is also hard at work launching its in-house line, Kernel+, which focuses on f lat-pack furniture. A collaboration between architect Keiji Ashizawa and the company’s studio, Kernel+ hopes to rethink the way furniture is designed, made and sold. Its main ambition is to ensure that pieces suit the contemporary spaces in Singapore; Kernel has conducted extensive research on the details of the average Singaporean home to offer aesthetically pleasing solutions at affordable prices.
The timing couldn’t be better, with homes becoming our universe and the house-proud tribe growing in size. “The home has become our default restaurant, workplace and childcare centre.
Spaces that were not always designed for f lexibility of use are now being re-evaluated. This shift should see a boom in demand for this industry.”