Since day one (in 2003), Originals has always been a destination store, set in cool spaces and with a mix of Asian and contemporary furniture sourced by owner Geri Murphy. Now it has a new warehouse home of 14,000 square feet and we can’t wait to show you around.
Walking into the former warehouse, the first thing that strikes me is the light pouring in through the huge windows that frame two sides of this large furniture store. By taking the whole floor, the Originals team were able to add some unique design features, such as a curved wall separating showroom and warehouse, platforms, and a glassed-in area that models an apartment to show how furniture can work in smaller spaces.
A new showroom and new branding
Alongside this move is a rebrand of the company logo and the development of a new e-commerce platform.
When Geri first started Originals, the company focussed on Indian cabinets, which is what the original logo was based on. “This is the first rebrand we’ve done in the history of the business and we did it to reflect the current Originals. We are much more playful in style and more experimental. Having a strong online presence also allows us to show more photos of the products and how versatile they can be.”
Geri describes the motivation behind the changes as a “perfect storm”. With Originals rapidly growing out of the previous space at Sime Darby, it was getting harder to operate.
“We were being contained by our premises,” Geri tells me. “Our offering has changed so much in recent years that the space was no longer practical for us; we had specific ideas about the new showroom set-up and how it would work. We’ve also seen the worldwide retail space change. Increasingly, our customers are shopping online, and we wanted to make our experience as convenient as possible for customers.”
According to Geri, the light, open space and tall ceilings really appealed to them. “When we first saw it, it was just a blank, soulless warehouse. We were able to create a large furniture store in Singapore that gave customers a whole experience that is not really available here. We didn’t want to be in a small space in a mall. It’s the whole experience of walking in and being able to see all the pieces together and giving them space they need to shine.”
Before and after
By designing a new showroom, the team at Originals were able to set the flow of the showroom, to help customers better navigate the product categories. There are also dedicated areas for accessories like MUD tableware, Masion De Vacances soft furnishings and Cultiver bedding.
“It’s a great way for us to offer more products to our customers, especially in Singapore. We always wanted to provide alternatives for people to choose from, rather than them having to wait for three months!”
In the next few months, Originals will be introducing new outdoors collections, which haven’t been seen in the Singapore market before. The increased floor area, dedicated to outdoor, will showcase the new teak ranges and an expanding weave range. “We’re also bringing in a collection that’s better suited to smaller balconies.”
Pop in to see the new showroom at 1 Bukit Batok Street 22, #05-02/03. It’s open every day from 10am to 6pm, except Christmas and New Year’s Day.
6471 9918 | originals.com.sg
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