Cover A view of the event hall at the V-Zug Singapore showroom
A view of the event hall at the V-Zug Singapore showroom
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Watch the video: learn how the V-Zug Singapore showroom in Ion Orchard was designed to combine modern minimalist details with sustainable elements
Some of the most stunning projects benefit from a longstanding relationship. That is the case for celebrity designer Peter Tay and Swiss luxury appliance brand V-Zug; the two firms have teamed up again to design the brand new V-Zug Singapore showroom in Ion Orchard.
As the Swiss brand’s longtime collaborator, Tay has crafted the look of not only its previous venue at Scotts Square, but also numerous beautiful boutiques of other V-Zug showrooms in various Chinese cities such as Beijing, Shanghai, Xiamen, and Xi An.
Don’t miss: Closing the circle: V-Zug commemorates its official debut In Ion Orchard
Sustainability forms a big part of V-Zug’s brand philosophy; the firm has made its production processes in Switzerland carbon-neutral since 2020 by using electricity derived from renewable energy sources, investing in energy-efficient plants, and contributing to reforestation efforts in the Perthshire region of Scotland in the UK.
To stay true to the Swiss brand ethos and the brief given for this new Singapore location, the designer’s eponymous firm Peter Tay Studio worked closely with Gabriel Castelló Pinyon, V-Zug’s head of brand displays for international markets. “This showroom concept is elegant and understated, to let the appliances speak for themselves. A sense of perfection is expressed in the clean-lined detailing, which I feel is important for what a modern space is,” says Tay.
“The message we want to deliver is based on our sustainable philosophy towards a circular economy: from the supply of natural materials to production to waste management and looking for ways to improve on durability of our products. The same philosophy is being practiced in the design of our Singapore showroom,” says Pinyon. “The showroom speaks the language of our product. Everything else is humble and low-key while our products are defined and illuminated.”
The island cleverly incorporates the V-Zug UC SL WineCooler
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Peter Tay Studio designed the interior of the V-Zug Singapore showroom as a journey with various pleasant surprises to be discovered at every corner, as visitors are introduced to the key products from the brand. “Visitors embark on a journey, where they can discover interesting spaces as they walk further into the showroom,” shares Tay.
The curated experience starts even before visitors enter the store; they are greeted by a vertical screen that plays videos introducing the brand and its past projects. This then leads their eye to the sight of the main entrance of the V-Zug Singapore showroom. It is a sleek space where a leather-finished marble island and an illustrated wall take centre stage; the latter depicts the milestones from the brand’s history.
Tay examines the material swatches selected for the V-Zug showroom
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Painted by a local artist, this history wall has been repurposed from the previous location in Scotts Square, as part of the Swiss brand’s eco-conscious efforts to minimise waste. Selected furnishings from the old showroom have also been incorporated into the space.
Other eco-conscious features include the use of natural flooring from Inalco, an Italian company that creates sustainable products by selecting the best minerals through an innovative production process. The curtain fabric selected for the showroom is Rocket by Kvadrat, a textile designed by Doshi Levien that is Greenguardgold certified. The team also made sure to feature a mix of natural materials where possible; these include decorative items sourced from Vietnam and Indonesia, which are made of wood, bamboo, clay, marble, and glass.
In continuation of the visitor experience, a long hallway leads visitors from the main entrance to further into the showroom. Here, the ceiling features a semi-lacquered finish that has a subtle glossy sheen to provide textural interest. In this same space, the V-Zug kitchen and laundry products have also been subtly incorporated into the cabinetry, to showcase various ways that homeowners and designers can make these appliances a seamless part of an interior.
This transitional space then leads to a fabric care area, where a sleek pillar housing the brand’s CombiSteam ovens on the front, as well as the V-Zug RefreshButler appliance on the opposite side.
A mesh curtain by Doshi Levien adds a tactile layer to the space
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Finally, the visitor experience culminates in the open-plan kitchen and dining room, which is the highlight of the showroom. Simply put, it is a space that “celebrates the joy of cooking”—a space where the appliances come to life, as demonstrated by the visiting celebrity chefs as well as capable local talents from the V-Zug Gourmet Academy.
“Above all, it celebrates the Swiss excellence that V-Zug is known for,” surmises Tay. “The final result embodies the V-Zug motto, where perfection can be achieved through good design. It is a perfection that you can feel throughout the showroom.”
V-Zug Singapore is located at 2 Orchard Turn, #02-07B Ion Orchard, Tel: 6926 0878
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