Modern Marvels
Pure Interior offers a curated selection of luxury contemporary furniture grounded in a timeless aesthetic and exacting craftsmanship
It used to be the case that if you’ve seen one furniture store, you would have seen them all. Increased affluence and a desire for individuality led to the rise of more sophisticated stores, which stood out for their product quality and selection, experiential spaces and attentive service. The Covid-19 pandemic only served to fuel this trend, as more homeowners sought a greater variety of options with which to refresh their abodes.
Chief among the stores making a consistently strong impression in Singapore’s furniture retail scene is Pure Interior. Founded in 2007, the homegrown firm stood out with its luxury furnishings, customisation offerings, and personalised aftersales care. Pure Interior experienced robust growth; its present 4,800 sq ft showroom is located at Delta House in Alexandra Road, which offers a wide range of curated furniture, lighting and home accessories to
a discerning clientele.
The store’s diverse roster of brands includes vibrant French label Emanuel Ungaro Home, glamorous Italian furniture brands Bellavista and Galimberti Nino, and modern Chinese furniture brand Forbidden City, among many others. Over the years, Pure Interior has furnished an impressive array of local and overseas residences, and worked on the selection and styling of furniture, lighting and accessories for luxury hotels and offices.
Having also established an online presence in the form of a website and an upcoming virtual store in the pipeline as well as its own Pure
Studio Personalised Collection, a carefully curated range of accessories, Pure Interior is poised to strengthen its cachet locally and in the region; the firm has set its sights on expanding to other Asian markets such as Vietnam and India soon. We speak with Jestine Chin, managing director of Pure Interior, about the brand’s guiding principles and future direction.
How did Pure Interior get its start?
The brand was launched in
2007, at a time when modern furniture dominated the market and there were only a few stores offering traditional pieces. The contemporary classic furniture sector was in its infancy and lesser known.
With a strong background in modern furniture and a passion for the historical richness of traditional furniture, we decided to launch Pure Interior, focused on offering relevant contemporary pieces and classic designs.
What is the brand’s calling card?
Pure Interior represents the perfect blend of the modern and the traditional. Our contemporary yet classic styles are curated, refined and elegant, and we offer handcrafted furniture and accessories for individuality. Pure Interior can also help to specially source or customise limited-edition pieces or artisanal works, providing clients with bespoke pieces in new and interesting forms that are familiar yet unique.
What sort of experience does your showroom offer?
Customers can expect a thoughtful curation of styles, incorporating
exclusive furniture designs, colours and patterns. All these elements are melded in a contemporary manner for display settings that look considered and elegant.
We strive to display a lifestyle, and this forms an integral part of the showroom experience. We do not categorise the furniture by brand. We walk the talk, and we carefully curate our pieces; we are revamping our showroom soon with new furniture collections.
How do you shortlist which brands to carry?
We look for brands with a fresh approach that keep up with the ever-changing trends in the market. We also look at their history, design and product development, product continuity and quality, and customer service standards.
It is important to discover common synergies to gauge if they are in tune with Pure Interior’s future evolution.
What are some of your bestsellers?
The Covid-19 pandemic has altered the supply and demand for [home design] brands and products in Singapore. What used to be our best-selling brands within the ultraluxury segment, such as Longhi, are receiving fewer requests than before, whereas those in the competitively-priced range such as Art Nova, Miniforms and Marelli are attracting more interest. Due to the work-from-home trend, homeowners are spending more time in their abodes, and criteria such as comfort and value for money are causing a spike in demand for sofas, armchairs and dining tables.
How are you poised to meet the needs of Singapore homeowners?
The demand for ‘value’ has been on an upward trend in the past few years; people want to have the best for the least they can spend. We are positioned to address this ‘high concept, low budget’ and ‘more design, less cost’ direction through many years of exploring, searching and discovering new brands, which have honed our aesthetic eye and helped us develop a keen sense of what our clients want. We have a diverse collection of
brands from workshops in Europe and Asia to meet the needs of these homeowners.
Could you share more about the firm’s future plans?
We have been involved in overseas residential and hotel projects since 2017 in Australia, China, Malaysia, Japan and the UK. Our plan is to expand to regional countries such as India, Vietnam, Cambodia and Myanmar.
Pure Interior 2 Alexandra Road #01-01 Delta House Tel: 6534 9043 pureinterior.com.sg