Keenly aware of the increasing value and necessity of informed and highly articulate communication (in visual and broader experiential terms), Singapore-based interior design studio Distillery has appointed brand experience and strategy consultant Jeffrey McCall as its Managing Director.

Malmaison, The Hour Glass – Knightsbridge, Singapore

McCall’s thirty years of experience has principally been in the retail and luxury sectors. He spent fifteen years in the USA (his home country) and thirteen years in London in senior management and brand strategy roles at companies including Landor Associates, Gensler, and Retail Planning Associates.

Coast – Hollywood Road, Hong Kong

The opportunity to develop a number of projects for the Asian market piqued his interest in this region, and he relocated to Singapore in 2011, joining Fitch.

Alila Bangsar – Kuala Lumpur, Malaysia

Distillery recognised in McCall’s specialist experience an opportunity to strengthen its capabilities in its key sectors: retail, hospitality, and food and beverage. Currently, the studio is working on two resort complexes, a number of luxury retail stores, and food and beverage concepts around the region – in Singapore, Sri Lanka, Thailand, the Maldives, Malaysia, and Indonesia.

Wild Honey – Scotts Square, Singapore

Says Distillery co-founder and director Paul Semple, “The marketplace – in terms of both clients and designers – is becoming more and more sophisticated, and the expectations are growing much higher from all sides. Having Jeffrey on our team will enable us to articulate spatial experience and the layers of brand experience more effectively and efficiently.”

More Passion, The Hour Glass – Paragon Shopping Centre, Singapore

McCall explains, “I met Distillery in early 2013 and we quickly discovered that we had a similar ambition and stylistic preference. This benefits my role in assisting the studio with deeply understanding a brief and translating it into a core idea or brand proposition that will inform and influence the conceptual design creation.”

He adds, “Distillery had also reached a point in its history where it was ready to refine and fine tune its own brand, so I’ve been able to help with assessing the business and planning for its future.”

More Passion, The Hour Glass – Paragon Shopping Centre, Singapore

For now, at least, the studio has its gaze set firmly on 5 December, when the winners of the American Interior Design magazine’s Best of Year 2013 awards will be announced. Distillery’s project More Passion, The Hour Glass at Paragon Shopping Centre (Singapore) is a finalist in the ‘Retail: Luxury’ category.

More Passion, The Hour Glass – Paragon Shopping Centre, Singapore

Says McCall, “My passion has always been about understanding the nuances of cultural differentiations and how to communicate and engage customers across markets. With more international competition coming to Asia, as well as the increasing reinterpretation of Asia’s authentic design heritage, it’s a really exciting time to be here.”

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