Danish furniture brand Fritz Hansen is testing a new retail concept in Singapore that combines a showroom with a restaurant, according to Tatler.
The concept, launched at Henderson Road, pairs the brand’s furniture showroom with a dining space, allowing customers to experience the products in everyday use.
“You experience furniture in real time,” said Dario Reicherl, CEO for Asia at Fritz Hansen to Tatler.
The idea is inspired by similar setups in South Korea, where the company has combined retail, office space and hospitality to create what it describes as a “third space” for customers, designers and partners.
According to Reicherl, traditional showrooms can feel static, while combining them with dining encourages visitors to spend more time in the space and interact with the furniture naturally.
The Singapore location is part of Fritz Hansen’s broader expansion in Asia, where it continues to test new retail formats.
