Cheng Chung Design (CCD) recently expanded its global presence by opening a new office in Singapore, marking its first Asia Pacific (APAC) headquarters outside Greater China. Breaking away from traditional office models, the workspace is complete with a book bar, kitchen, coffee shop, landscape gallery and art room. The office also pays homage to Southeast Asian cultural attributes and contemporary craftsmanship, integrating ethnic materials such as bamboo and rattan that add layers to the design narrative.

With Senior Vice President, Aldwin Ong, leading the Singapore office, the award-winning interior design firm plans to elevate the luxury hospitality scene in the region while exploring other sectors like residential and commercial. We spoke to Ong during the launch, who shared CCD’s ambitious vision, forward-thinking design philosophy, and proprietary AI tool among others.

What is your vision for CCD Singapore, and how do you plan to redefine the luxury hospitality scene?

Our vision for CCD Singapore is to break the boundaries of traditional design, not just in luxury hospitality but across various sectors. CCD has always been known for pushing the limits in high-end residential, sales galleries, and show flats. We embrace what we call a ‘why not?’ philosophy, which encourages us to constantly question design norms. By merging our local insights with CCD’s extensive experience, we can create projects that are entirely different from what the market typically offers. The goal is to redefine luxury through innovation, creativity, and a mixture of art, architecture and design.

When you say “break the boundaries,” how does CCD plan to do that, and how is it different from other luxury design firms in Singapore?

Our approach is akin to a chef experimenting with molecular gastronomy. Just as culinary arts have evolved from simple ingredients to complex, scientific techniques, we experiment with materials, finishes and design elements to create something unique. We mix art, furniture and architecture in ways that challenge conventional design. We see ourselves as design sculptors, drawing inspiration from various fields beyond interior design – whether it’s fashion, cars or even culinary arts. We also invest a lot in understanding the client’s brand DNA and how to translate that into something tangible in the space. That’s where we bring value.

How does CCD balance sustainability with Asian sensibilities and contemporary brand needs?

Sustainability is becoming a vital aspect of luxury design, especially post-pandemic. While we acknowledge that complete sustainability is challenging, especially when building large concrete structures like hotels, we are making conscious efforts. We’re integrating technology to reduce waste, reusing materials, and minimising unnecessary replacements. For instance, in our Singapore office, we repurposed many items instead of replacing them. The size and reputation of CCD allow us access to a wide range of suppliers who offer sustainable options. This in turn gives us the flexibility to choose materials and vendors that align with our eco-conscious goals.

Since CCD’s forte is in hospitality design, what do you think travellers are seeking in Singapore and APAC, and how does CCD address these needs?

Travellers today are driven by social media and are seeking more than just a comfortable stay. They want unique, memorable experiences that they can share. This has led to a growing demand for wellness and sustainability in hospitality design. CCD focuses on creating holistic experiences that start from the moment a guest arrives and continues throughout their stay. It’s not just about luxury anymore, but about creating an experience that resonates emotionally. Our projects take into consideration the cultural and geographical context, ensuring that every design tells a story.

What are your thoughts on AI integration in the design process? Has CCD experimented with it yet?

AI is here to stay, whether we like it or not. But it’s important to understand that AI is a tool, not a replacement for designers. While it can generate images and concepts faster, it won’t give you the precision or scale that’s required in real-world projects. At CCD, we’re investing in AI because it helps speed up the work process.

We have a technology development arm called Raritag, which supports our design process. It’s not something that’s widely known, but it’s been in development for a few years now. One of the tools we’ve developed in-house through Raritag is IDEAFUSION, a digital library that helps us source materials much faster. The platform is infused with AI, providing information on specifications, availability, pricing, and regional suppliers, as well as AI-generated renderings based on prompts given, cutting down on weeks of effort.

That sounds like a significant time-saver. Is IDEAFUSION available for use outside CCD?

That’s part of our plan. While we initially developed it for internal use, we see the potential for IDEAFUSION to be used by other design firms and architectural practices. It’s not just about speeding up our work but also helping the entire industry improve efficiency. We’re still refining the platform, and once it’s ready, we’ll introduce it to a wider audience internationally.

That’s a great initiative. It’s exciting to see how CCD is shaping the future of design and congratulations on the opening of CCD Singapore!

Thank you! It’s an exciting time for design, and we’re happy to be at the forefront of it.

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In case you missed out on the grand opening, here’s a recap of what went down:

Cheng Chung Design
ccd.com.hk

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