Design Description:
Designed for UOL, a reputed Singapore developer, The Edge Gallery explores and redefines the typology of the Singaporean condominium show gallery on several fronts.
We created a series of L-shaped walls to block off oncoming traffic and allow light to penetrate through the gallery on several fronts. We sought to challenge conventional Singaporean show gallery precedents which seem to ignore the potential for naive architectural solutions as a valid and powerful marketing device. UOL Edge gallery departs from the formulaic combination of staid glass boxes and over-sized billboards. Relying instead on the inherent branding value of an iconic architectural statement as a more relevant, subtle & sophisticated form of advertisement. We created a series of L-shaped walls to block off oncoming traffic and allow light to penetrate through the sides. The interior design takes its cues from the overarching design language, applying it to floor and wall patterns or finishes. The show flats question the notion of contemporary luxury, eschewing typical elements of ostentation for more understated luxury and authentic material richness.
Incidentally, the project met with significant sales success within its first week (sold out within 1 week) and has established a possible new alternative model for the Singaporean show gallery. This show gallery includes a sales gallery and 2 show units of a 244 unit residential development by UOL on the former Lion City Site, and is located at a major intersection along Singapore's eastern city fringe.
Client Testimonial:
“The design of UOL Edge Gallery by MOD is so systematic and yet incredibly poetic. Ministry of Design cleverly turned locational challenges to advantages by designing a museum-like structure that weaves perfectly into the restrictive site geometry yet commands a strong presence that successfully negates the visual pollution at the traffic junction. More importantly, the experience through the Sales Gallery is so well choreographed that it made it so easy for potential buyers to make a decisive purchase without any distractions. Compared with 2 other projects on city fringe with similar launchtime & challenging financial market outlook, sales totalled 25% within 1st week and 75% after 3 weeks! Overall, it has been a successful project that fulfils our design as well as economic brief.”
—Ms Joyce Sng
Awards:
Winner, Best ID Show Home (Asia Pacific), 2013 at Asia Pacific Property Awards, United Kingdom
Finalist, Architecture, Display Category, 2012 at World Architecture Festival, Singapore
Finalist, Effectiveness Award, 2012 at World Architecture News Design Awards, United Kingdom
Finalist, Best Effectiveness, 2012 at Perspective Awards, Hong Kong
Finalist, Retail Space, 2012 at FX International Interior Design Awards, United Kingdom
Honorable Mention, New Commercial Building Category, 2012 at International Design Awards, USA
