Swiss instinct: How V-Zug is practising sustainability in Singapore and beyond

This overarching sense of climate responsibility is met with interesting challenges in Southeast Asia, where the recycling infrastructure may not be as sophisticated as in Europe. On top of that, resource-scarce countries like Singapore are heavily reliant on imported materials, which comes with all the associated carbon emissions. And yet every small step can add up to make a bigger difference.

The brand’s eco-consciousness extends to the design of its showrooms worldwide; V-Zug notably celebrates its 110th anniversary this year. Gabriel Castelló Pinyon, head of brand displays for international markets, oversees the look and feel of these boutiques while working closely with local firms to realise the design concept. This includes ensuring that materials are sourced responsibly where feasible during the design and renovation process.

“Whenever we start a project, sustainability is always on our minds: we have used mostly local companies and [featured the work of ] individuals who share our core values and a focus on sustainability,” says Castelló Pinyon, who recently visited Singapore for the Ion Orchard showroom opening. “The message we want to deliver is based on our sustainable philosophy, [aimed at achieving] a circular economy: from the supply of natural materials to production to waste management and looking for ways to improve the durability of our products. The same philosophy is being practiced in the design of our Singapore showroom.”

For instance, the stone varieties selected for the kitchen islands and backsplashes in Singapore might originate from Italy, but are purposefully purchased from a local supplier from the pieces already available locally to minimise any further carbon emissions resulting from their delivery and installation. Other eco elements include the granite floor tiles by Spain’s Inalco picked for the showroom, which utilise a innovative production process that selects the best minerals and also minimises material wastage.

In Singapore, the new boutique was designed in collaboration with Peter Tay Studio. Celebrity designer Peter Tay is no stranger to the brand; his namesake practice crafted the previous V-Zug Singapore showroom at Scotts Square in 2018, and was also the firm that realised the interior design of several boutiques in China, including the stores in Beijing, Shanghai, Ningbo, and Xiamen.

The new Singapore showroom is envisioned as a lofty, apartment-like space that embodies V-Zug’s brand ethos. It features matte finishes on the cabinetry and a tone-on-tone neutral scheme—these deliberately understated treatments and hues underscore the reflective shine of the mirrored doors on its kitchen appliances.

“Being minimalistic and simple, this space should inspire you and allow you to imagine how our appliances will look in your home. It is a showroom where you can see and experience the appliances in full while feeling at home,” says Castelló Pinyon. Tay concurs: “The showroom concept is elegant and understated to let the appliances speak for themselves.”

In case you missed it: How V-Zug and celebrity designer Peter Tay created this minimalist showroom in Singapore

The overall effect is not unlike stepping into a modern abode, with more exciting discoveries to be found as you venture further in. At the entrance, visitors are greeted by sleek shelves set against a backlit wall. A pair of V-Zug Combi-steam ovens is featured here, next to the V-Zug Supreme wine chiller and refrigerator. Decorative objects on the shelves are sourced from Vietnam and Indonesia, and made with natural materials such as wood, bamboo, marble and clay.

A Black Forest granite island in a leathered finish adds textural interest while housing an undercounter wine cooler. Facing the island is a history wall that illustrates the
firm’s significant milestones since its founding in 1913; it is a fixture retained from the previous Scotts Square location, and reinstalled into the new showroom.

Past the island and history wall is a corridor where built-in appliances for apartment-sized homes are cleverly concealed within the cabinetry. The black ceiling above is lacquered in a subtle glossy finish, offering a soft sheen to the space. Guests then encounter a monolithic block that houses various V-Zug appliances which include a coffee machine, ovens as well as a drawer able to vacuum-seal ingredients and food portions. On its opposite end is the V-Zug Refresh Butler, the brand’s premium laundry appliance, housed next to a stylish glass wardrobe.

The final act follows: an airy open-plan dining and kitchen room where guests can watch visiting chef demonstrate new recipes or whip up delicious meals at cooking workshops and special events. Both the kitchen island and backsplash here use Cosmo Black granite in a leathered finish. “Transparency is one of our core values and is resonated by the visibility through the glass panelling, frameless doors and the use of reflective materials,” adds Castelló Pinyon. “Glass sliding doors offer maximum transparency, whereas a traditional wall would block the view. The glass on the extractor hoods also reflects natural light into the space.”

In contrast to the angular forms of its appliances, some softer elements play up the circular form of the dials on the V-Zug Excellence ovens. These include a round column and a curved wall that extends to the dining zone. “The circle is a symbol of harmony, continuity, and fluidity that resonates with our brand. The circle emblem is continued in the spatial design,” explains Castelló Pinyon.

While much focus is placed on ecological sustainability, V-Zug wanted to be mindful of other areas of impact. The decor and furnishings were selected to offer a diverse representation of creativity: the dining table is authored by Spanish architect Patricia Urquiola, while one of Italia architect Antonio Citterio’s sofa designs is found at the fabric care zone. Ceramic pieces by local potter Dawn Kwan are among the decorative vessels in the boutique, and London-based Doshi Levien’s Kvadrat Rocket curtain fabric provides an sound-dampening layer that separates the dining zone from the rest of the showroom.

Even now, the team continues to tinker with the little details that will make the space just right. While plans for future stores in Asia continue to be in the works, Castelló Pinyon has set his eyes on the next big project: V-Zug unveiled a major installation during Milan Design Week this April, designed in collaboration with Elisa Ossino Studio. “It’s going to be super cool,” he says, with a twinkle in his eye. The same could be said for his excitement for the brand’s greener future.

NOW READ

Watch: A dog-friendly kitchen with V-Zug appliances

Closing the circle: V-Zug commemorates its official debut in Ion Orchard

Watch: 4 inspiring ways to design a modern kitchen