Lim Choon Hong, Founder of Singapore-based furniture and product retailer Xtra, marks the company’s 30th anniversary with a trip down memory lane. How many of these moments do you remember?
#1
1989: Setting Up Shop
We set up shop in in a small space in Tanjong Katong Road, and then moved to a pair of pre-war shophouses in East Coast Road in 1991. We tried to establish Xtra as a playful ‘personality’ furniture store, offering high-quality design but not elitism.
1989: The first showroom in Tanjong Katong1989: The first showroom in Tanjong Katong1989: The first showroom in Tanjong Katong1989: The first showroom in Tanjong Katong1991: The second showroom in Upper East Coast Road1991: The second showroom in Upper East Coast Road1992: A page from Xtra Magazine1992: A page from Xtra Magazine1992: A page from Xtra Magazine
#2
1993: A New Era At Park Mall
The move from Katong to Park Mall marked the transition of Xtra from a boutique alternative design store to a mainstream design store. We balanced the latest European releases with more mass-appeal pieces in wrought iron, woven water hyacinth and timber.
Xtra’s Park Mall store, photographed 1996-1998Xtra’s Park Mall store, photographed 1996-1998Xtra’s Park Mall store, photographed 1996-1998Xtra’s Park Mall store, photographed 1996-19981996: A special event celebrating design from Barcelona1996: A special event celebrating design from Barcelona1996: A special event celebrating design from Barcelona
#3
1999: Herman Miller And Xtra Office
The beginning of the Herman Miller dealership gave rise to the incorporation of Xtra Office and is a significant catalyst in elevating Xtra as a key contract/office furniture player in the market.
2007: Herman Miller display at Xtra Park Mall2007: Herman Miller display at Xtra Park Mall2009: Aeron Hockey2009: Aeron Hockey2009: Aeron Hockey
#4
2000s: The International Design Circuit
We started hosting leading international design industry figures during their visits to Singapore, such as Karim Rashid for Magis (2004), Eames Demetrios (2007), Tom Dixon (2010), Patrizia Moroso of Moroso (2014) and Alberto Perazza of Magis (2014), and many more since.
2004: Xtra newsletter feature on the visits of Magis designers Karim Rashid and Stefano Giovannoni2007: Flyer for An Evening With Eames Demetrios2010: Tom Dixon visits the Park Mall store2010: Tom Dixon visits the Park Mall store2010: Tom Dixon visits the Park Mall store2010: Tom Dixon visits the Park Mall store2010: Tom Dixon visits the Park Mall store2013: Tom Dixon Pop-Up Pizzeria at the Park Mall store2013: Tom Dixon Pop-Up Pizzeria at the Park Mall store2013: Tom Dixon Pop-Up Pizzeria at the Park Mall store2014: Patrizia Moroso lecture at the National Design Centre during Saturday Indesign2014: Patrizia Moroso lecture at the National Design Centre during Saturday Indesign2014: Patrizia Moroso of Moroso at the Park Mall storeAlberto Perazza of Magis in a special installation for Saturday Indesign 2014 at the Park Mall store2014: Lim Choon Hong with Alberto Perazza of Magis at the Park Mall store
#5
2009: Xtra Turns 20
Xtra celebrated its 20th anniversary! We showcased a ‘Black Collection’ of outstanding pieces from the Xtra catalogue. The showcased brands included Herman Miller, Magis, Dedon, Tribu and more.
Another highlight event in this era was our ‘Woof! Love’ campaign in 2007. We asked Singaporean creatives to reinterpret the much-loved Magis Puppy.
Over at Winsland House I in Killiney Road, our sister showroom space featured outdoor and kitchen brands. Dedon and Tribu were among the highlights there.
2009: The Black Collection for Xtra’s 20th anniversary2009: Unveiling the Black Collection at Xtra’s 20th anniversary party2009: Xtra’s 20th anniversary party2009: Xtra’s 20th anniversary party2004: The Park Mall store2004: The Park Mall store2007: The Park Mall store 2007: ‘Hound Dog’ by Patrick Chia for the Magis ‘Woof! Love’ campaign2007: ‘Watch Dog’ by Pann Lim for the Magis ‘Woof! Love’ campaign2007: ‘Rudog’ by Honmay Kwan for the Magis ‘Woof! Love’ campaign2007: ‘Love and Rock’ by Shaun and Jacinta Sonja for the Magis ‘Woof! Love’ campaign2009: X door handle at Winsland House showroom2009: A display for Dedon at Winsland House I
#6
2012: Herman Miller Shop-In-Shop
We opened a Herman Miller shop-in-shop at Park Mall – the first of its kind in Asia outside Tokyo. The store design by Pan Yicheng of P.A.C. studio won the World Architecture Festival’s (WAF’s) ‘Retail’ award that year.
Herman Miller shop-in-shop at Park Mall store (photographed in 2014)
With the sale of Park Mall, 2016 was the end of an era. Xtra moved to Marina Square – the start of a new chapter. The move brought all of our brands into the same building – in our two showrooms dedicated to retail and office/contract sales. Favourite brands such as Kettal, Moroso, Tom Dixon, Tribu, Dedon, Magis and more are presented in our beautiful retail space designed by Produce.
2016/17: Xtra moves to Marina Square. Showroom designed by Produce. Photo by Edward Hendricks2016/17: Xtra moves to Marina Square. Showroom designed by Produce. Photo by Edward Hendricks2016/17: Xtra moves to Marina Square. Showroom designed by Produce. Photo by Edward Hendricks2016/17: Xtra moves to Marina Square. Showroom designed by Produce. Photo by Edward Hendricks2016/17: Xtra moves to Marina Square. Showroom designed by Produce. Photo by Edward Hendricks2016/17: Xtra moves to Marina Square. Showroom designed by Produce. Photo by Edward Hendricks2016/17: Xtra moves to Marina Square. Showroom designed by Produce. Photo by Edward Hendricks2016/17: Xtra moves to Marina Square. Showroom designed by Produce. Photo by Edward Hendricks2016/17: Xtra moves to Marina Square. Showroom designed by Produce. Photo by Edward Hendricks
#9
2017: Another World-Leading Shop-In-Shop
The new design for the Herman Miller shop-in-shop by Pan Yicheng (now of Produce studio) won the ‘Display’ category at the INSIDE Awards (part of WAF) and also the top global prize for the year.
2017: Xtra moves to Marina Square. Showroom designed by Produce. Photo by Edward Hendricks2017: Xtra moves to Marina Square. Showroom designed by Produce. Photo by Edward Hendricks2017: Xtra moves to Marina Square. Showroom designed by Produce. Photo by Edward Hendricks
#10
2019: Xtra Celebrates The Big Three-Oh
Xtra celebrated its 30th anniversary with a party at Marina One in December. Things have certainly changed a lot in the months since. But we look forward to more opportunities to bring Singapore’s design community together again when the time is right.
2019: Xtra’s 30th anniversary party at a pop-up space in Marina One2019: Xtra’s 30th anniversary party at a pop-up space in Marina One2019: Xtra’s 30th anniversary party at a pop-up space in Marina One2019: Xtra’s 30th anniversary party at a pop-up space in Marina One2019: Xtra’s 30th anniversary party at a pop-up space in Marina One2019: Xtra’s 30th anniversary party at a pop-up space in Marina One2019: Xtra’s 30th anniversary party at a pop-up space in Marina One2019: Xtra’s 30th anniversary party at a pop-up space in Marina One
