Journey East Goes Makeover

Journey East in Singapore recently threw a party to kick off their newly renovated showroom!

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Special guests and secret show at the party

It was certainly a night of great conversation plus a pairing of wine and canapés! One of the surprise highlights of the evening – a secret show by local indie-folk troubadour Nicholas Chim - started the event with a blast. 

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Raymond Davids, founder/CEO/chief-designer of d-Bodhi, who very kindly graced the occasion was there to mingle with the robust crowd.

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So why renovate, and what did Journey East do?

Besides throwing a party, there were of course a few practical reasons behind the transformation of our 8,600 square foot showroom at Tan Boon Liat building. One of the key goals Journey East had achieved was a seemingly contradictory adjustment in spatial distribution - on one hand they had wanted to create a feeling of openness, whilst at the same time also have individually segmented areas to house the distinctive brands within their eclectic collections.

Vibrant colours were used to create a lively contrast with the natural tone of wood, whilst also adding on to the overall energy of the space. Keeping true to the spirit of Journey East, material from their previous showrooms were recycled and incorporated into the fixtures of the new space, such as the new bar top table and centrepiece lamp made from recycled water dispensers.

Finally, Journey East also included lightboxes around the showroom, each with a fun, quirky phrase that captures various aspects of Journey East’s personality as well as the ethos of our partnering brands. These include: ‘I Deserve a Place Called Haven’, ‘I Can Resist Everything But Vintage’, ‘I Prefer the Beauty of Imperfection’ and ‘I Choose to Enjoy the Beautiful Things in Life’.

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New products too!

Any respectable newly-renovated showroom would always have outstanding and new products to kick it off and Journey East is no exception. At the launch party, everyone saw the official revelation of new reclaimed teak wood collections from d-Bodhi such as ‘Touch’ and ‘Look’

The ‘Touch’ collection seeks to embody a woman’s feminine strength, and is distinguishable by a soft floral design that radiates a sense of peace and calm, combined with lean tapered legs that suggest graceful power. The ‘Look’ collection features a muted blue distress-finish stripped back to reveal the rich teak colour underneath. Combined with brushed iron legs and bases, ‘Look’ hearkens back to the rustic origins of the reclaimed wood, which are old buildings where the teak is recycled from.

Mamagreen too had its new collection on display at the new outdoor section of the showroom. Sitting atop the lush Astroturf grass was the bright Stripe collection, which features a kaleidoscope of colourful outdoor sling fabric from Twitchell and Leisure-Tex, combined with clean white powder-coated aluminium. Guaranteed to brighten up any patio, garden or balcony space!

The Physical and then the Digital

Paralleling the showroom revamp, Journey East also launched a brand new website a few hours before the party on Friday afternoon. As with the showroom, a brighter, bolder and more vivacious appearance was incorporated. The new site also features improved product navigation, as well as social media integration with 4 platforms (Instagram, Pinterest, Facebook and Tumblr) each with its own independent content.

 



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