Where design meets dining: Fritz Hansen’s new showroom at Henderson Road

Interview by Janice Seow

Fritz Hansen, the Danish brand behind icons like the Egg Chair and Series 7, has found a new home at Henderson Road. The move marks the next step in a journey that began over a decade ago, when Dario Reicherl, CEO Asia of Fritz Hansen, launched the brand’s very first mono-brand showroom, right here in Singapore. Now, with a refreshed space in partnership with W. Atelier, Fritz Hansen is inviting design lovers to experience its Scandinavian icons in a setting that feels both inspiring and lived-in.

We speak to Dario to find out more.

The Fritz Hansen showroom has just moved from Tan Boon Liat into this new space at Henderson Road. What does this move mean for the brand here in Singapore?

I think the geography of the business has been changing in Singapore, and we saw the chance to do something different. So we decided not just to look for a new place, but to create a new concept. That’s where the idea came to collaborate with the founders of former wine bar RVLT on their new dining concept, Revolution. They are pioneers of natural wines here in Singapore, and I’ve been their customer for years. Now, in this location, visitors can come for a meal or a drink, and at the same time experience the furniture.

We actually did something similar about four years ago in our showroom office in Seoul. We had a whole building, and on the second floor we invited a wine bar and bistro called Big Lights to share the space. It worked really well for us, and that experience really inspired us to try this concept here.

Can you elaborate on the kind of experience you hope to create with the new showroom?

We have learnt a lot as a Fritz Hansen mono-brand store over the last 10 or so years, and we’ve gained a good understanding of what the Singapore customer likes. It’s not just that they want a lot of options — they also want to see examples of how pieces can look in their home. It may sound like a very simple thing, but it’s fundamental to this business.

Rather than simply putting 15 sofas in a shop like this, we’ve chosen to showcase two sofas, three dining sets, and an outdoor setup — curating the best for the Singapore market and focusing on creating spaces that inspire. Here, you’ll find examples of living room setups that are realistic for apartments of different sizes, and these setups will be updated regularly.

Fritz Hansen has a strong design legacy and has produced many iconic pieces over the decades. How do you balance honouring that heritage while still moving the brand forward?

I believe we have to look at the past before we look at the future. With such important icons in our portfolio, it’s our responsibility to keep them alive. And to do that, you need a kind of creativity that isn’t too crazy or experimental — it has to be treated with respect.

At the same time, we also have to innovate, always bearing in mind that people have much higher expectations when it comes to Fritz Hansen than with any other brand. We are the brand behind the PK22, the Series 7… and when you have at least 16 icons that appear in design books, the expectations are naturally higher than for a younger brand.

That’s why we need to use two different languages: one when we talk about our past, and another when we talk about new products. We also have a new creative director, Els Van Hoorebeeck, who joined us a year ago, and with her we are shaping the future of Fritz Hansen.

So what does that future look like?

For us, the future is simple — it’s about creating iconic products that won’t be discontinued after 10 years. It’s not easy, but we’ll try [laughs].

People often associate Scandinavian design with simplicity — but clearly there is more to it than that. How would you describe Scandinavian design, especially through the lens of Fritz Hansen?

To me, it’s all about creating designs that are warm and meaningful. Take a look at the PK80 Daybed. It’s a reduction to the very minimum of what is necessary, just a cushion with a base and two legs, but every single part is custom made, from the bolts to the joints, and even the stainless steel base to make sure that the piece will never break, even if you jump on it.

Danish design may look simple on the surface, but it’s incredibly elaborate once you look closer. The real story is underneath — in the hidden details and construction. That’s why these products last so long: it all comes down to how they are made.

Craftsmanship is a core part of Fritz Hansen’s identity. But for someone furnishing their home, how can they see or feel that craftsmanship in the pieces you create?

If you look in the Egg Chair, for example, each one has a different number of stitches, as each is done by a different artisan. So if you compare two Egg chairs, there’s always a difference of 1, 2 or 3 stitches because of the way they are made.

And if you take the Series 7, which is celebrating its 70th anniversary this year, it’s a super simple design, but you can go into a vintage shop, and you may find that chair sold at a higher price than a brand new one. That chair may be 50 years old, but in perfect condition. That’s the meaning of quality – when there are vintage versions of a certain product and they are still produced today, hopefully in the same way they were made 50 years ago.

Are there currently any exciting new collections we should look out for in the showroom?

A highlight in our showroom right now is the 07:14 edition of the Series 7 Chair, launched to celebrate the 70th anniversary of the Series 7. The colours are inspired by the natural light you see in Scandinavia at a specific time — 7:14 am.

Do you have a favourite design from Fritz Hansen — and what makes it meaningful to you?

One piece I always come back to is the PK22 Lounge Chair by Poul Kjærholm, which will celebrate its 70th anniversary next year. I like the simplicity of the design. It’s extremely sleek and elegant, and I think it’s one of the most timeless products within the Fritz Hansen portfolio. For those who wish to start their personal collection of Poul Kjærholm designs, I always suggest the PK22 to be one of the first pieces.

Visit the new Fritz Hansen showroom at 211 Henderson Rd, #01-04, Singapore 159552

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