EDL Laminates Its Legacy with Regional Headquarters and Experiential Gallery
EDL proudly announced the grand opening of its regional headquarters in Singapore on 29 May 2024. Representing a substantial $20m investment, this new milestone marks a significant achievement for the local company since its establishment in 2002 with a small rental space and eight employees.
Today, their headquarters span over 54,000 square feet over three floors, accommodating 90 employees. The company has grown to over 250 employees across Singapore, Malaysia, Thailand, and Indonesia. The EDL regional headquarters is designed to be a compelling destination for visitors. Located at 17 Woodlands Terrace, the establishment is conscientiously shaped into an experience worth the journey.
From its origins in laminate for carpentry finishes, EDL has evolved into a comprehensive provider of interior materials. Today, their offerings encompass a diverse array including countertop materials, advanced wall cladding solutions, and designer accessories. This transformation is vividly showcased in the new gallery, inviting guests to discover firsthand how these materials redefine spaces with creativity and practicality.
Designed as an expression of the organisation being a sum of different parts, the headquarters is envisioned as a collective of different architectural volumes. Each business function is represented through various material applications, interlocking to symbolise the interconnectedness of their operations. The front facade unfolds like a 3D storybook, with each chapter uniquely defined yet intertwined. A central off-form concrete and metal mesh stair core, inspired by their iconic laminate catalogue, serves as an architectural beacon for the building.
The team curated and provided materials that reflected the latest trends, ensuring the gallery’s design remained at the forefront of industry standards. Close collaboration with the appointed designer ensured that these materials were seamlessly integrated, making them the focal point of the gallery and a source of inspiration for visitors.
The construction of the building spanned four years, from 2019 to 2023, including the Covid period, while the gallery took two years to complete. The team played a crucial role in shaping the design and overseeing the execution of the gallery. Their primary responsibility was curating and providing materials that formed the foundation of the gallery’s design. These materials, reflecting the latest industry trends, were intrinsic to both the aesthetic and functional appeal of the space.
Experiential Gallery Redefines Interior Design Exploration
Mr Richard Lim, Founder and Group CEO of EDL, shared, “EDL’s new Regional Headquarters marks a pivotal moment in our journey, symbolising our growth from a laminate supplier to a diverse ecosystem of interior solutions. Since our founding in 2002, we’ve championed the idea that beautiful spaces start with beautiful materials.”
“With this headquarters, we aimed to redefine the showroom experience, moving away from the conventional to create an immersive, imaginative space,’ Mr. Lim continued. ‘The design, with its dynamic architectural forms and storytelling narrative inspired by our materials, embodies our dedication to innovation and craftsmanship. This space not only showcases our range – from smart matt laminates to designer accessories – but also invites visitors to explore and innovate, reflecting our vision for the role materials play in the future.”
Nestled away from the bustling city centre, the new gallery space is designed to be a destination—an experience crafted to be worth the journey. Designed like a narrative unfolding in chapters, each corner of the gallery reveals its secrets and surprises, inviting visitors on a journey of exploration and inspiration. Inside the gallery, it immerses visitors in a world of creativity and innovation. Aptly named zones showcase EDL’s different materials, like the Aptico Bar, The Canopy, The Cavern, The Cabin, the Module Spa, and Viefe Studio each offer distinct experiences.
The Canopy
A serene forest retreat housing EDL’s wood decor collection, with pull-out displays showcasing laminates in full size. The space is designed for contemplation and creativity, featuring colourful tables and indoor “treehouses” that tell stories through different laminate collections. Each treehouse embodies different collections, including large formats, the latest additions, and bestsellers. Visitors can explore these “chapters” by moving between treehouses.
Light adjustment buttons are conveniently located behind each treehouse, allowing visitors to customise lighting for optimal viewing conditions. This feature ensures that samples can be evaluated under different lighting settings to aid decision-making. Additionally, visitors can view full laminate sheets, eliminating surprises during installation.
Library Space
An immersive area with over 900 choices for material selection, accommodating multiple groups and convertible for workshops and seminars with adjustable standing tables.
Spa Module
The space showcases a stunning mural made from large panels, created by fitting smaller modular tiles together perfectly on curved surfaces. Expert craftsmen carefully cut and shaped each tile to form this graphical artwork, which displays nearly the entire collection of modules, resembling a detailed jigsaw puzzle.
The gallery features upcycled materials, including Compact offcuts repurposed into an eye-catching lampshade and laminate samples crafted into suspended ornaments. A sustainable art wall, made from repurposed offcuts, and a QR code mural created from old edgebands, showcase EDL’s dedication to creative reuse.
The team envisions the new headquarters as a hub for inspiring creativity and fostering discussions on innovative interior finishes, while the gallery serves as a catalyst for creative and collaborative thinking in the world of interior design. With the opening of the building, this regional hub will serve to support EDL’s existing markets and facilitate entry into new ones, reinforcing the company’s commitment to being at the forefront of the interior finishes industry.