Japan is a major force in the area of furniture design. Global brands and designers regularly imitate the Japanese style as it’s simple yet functional. It relies on the use of natural materials such as bamboo, fine wood, silk, rice straw mats, and paper. It blends modern elements with traditional Japanese design in an artful manner. The result is furniture that is simple, comfortable, and flexible.
Birthed from the concept of being Japanese which has simplicity and minimalism running at its core, “HOW Furniture” brings the intricacy and craftsmanship to create an overarching piece of furniture. Offering the exquisite craftsmanship of handmade furniture, meticulously created by skilled artisans, the brand showcases the wabi-sabi way of living. Incepted in Hong Kong by a designer called Fung, HOW not only captures the interior space of your home with their aesthetic pieces primarily imported from Japan, but also offers customized suitable furniture according to the client’s needs and lifestyle. Being the reseller for all the Japanese wooden furnitures, they showcase the entire range that they source from Japan in their showroom. They have different brands, including Hirashima, Masterwal , Isu Works, Whisky Oak series and each have different characteristics. For example their Hirashima AGILE collection aims for ‘airy beauty’. and was produced to form light and beautiful life. The ‘CHOCOLAT’ collection was designed with and image of a square chocolate. It’s simple, natural and also dignified design makes friendly impression. The LIVELLO collection enables living and dining dual use. Based on the horizontal design, it can be a living-dining for small houses and urban apartments, it can also be a living or a dining for spacious house
Masterwal’s design simply expresses the goodness of the material without unnecessary processing or decoration. The result is linear, sophisticated yet warm furniture. It is also a universal design that is timeless. It uses the beauty of walnut ‘wood’ and makes the most of its characteristics.
Masterwal’s design simply expresses the goodness of the material without unnecessary processing or decoration. The result is linear, sophisticated yet warm furniture. It is also a universal design that is timeless. It uses the beauty of walnut ‘wood’ and makes the most of its characteristics.
The Brand’s Inception & Way Forward
The brand started with selling of Japanese furniture in the Hong Kong market. Being well received in that market, the Japanese agency saw umpteen opportunities in other Asian markets and they had some lineup and then alignment to expand the Japanese furniture and bring it over to Asia. This is how we started. Singapore was our first city of expansion in SouthEast Asia and we are planning to open multiple showrooms in Singapore to showcase our products”, shares the owner.
Apart from having showroom in Singapore, the brand also invests in online promotional space through advertisements and social media marketing to make customers aware of their Japanese wooden furniture. To cater to the mid-tier and premium segment, it has multiple brands from the Hong Kong markets & wants to replicate the same model for Singapore. A few years ahead, it aims to grow in high-potential markets of South East Asia such as Thailand & Malaysia.
To know more visit – https://www.instagram.com/howfurnituresg/
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