BUILDING AS BILLBOARD_ 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.
The airy atrium on the first storey houses discussion and exhibition areas. A grand, ziggurat-like staircase leads visitors to the show units on the second storey overlooking the double-volume space. Offices and other ancillary facilities are tucked beneath.
“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.”
1. Winner, Best ID Show Home (Asia Pacific), 2013 at Asia Pacific Property Awards, United Kingdom
2. Honorable Mention, New Commercial Building Category, 2012 at International Design Awards, USA
3. Finalist, Retail Space, 2012 at FX International Interior Design Awards, United Kingdom
4. Finalist, Effectiveness Award, 2012 at World Architecture News Design Awards, United Kingdom
5. Finalist, Best Effectiveness, 2012 at Perspective Awards, Hong Kong
6. Finalist, Architecture, Display Category, 2012 at World Architecture Festival, Singapore
