HERA Bathroom Launches Experience Center
HERA Bathroom recently unveiled its highly anticipated Experience Center, located in Grantral Mall and Complex on Macpherson Road. The 2,800-square-foot space is a major milestone for this made-in-Singapore brand focused on compact urban spaces that have grown at a breakneck pace since its establishment in 2017. Visitors can soak in the wide range of modular bathroom solutions, conceptualised for end consumers and designers alike. Additionally, they can play at being spatial designers to create their dream bathrooms through nifty features.
At the heart of the HERA Bathroom Experience Center is an empty space that projects life-size bathroom CAD file floor plans with the click of a mouse, allowing homeowners to design their bathrooms physically. Mix and match from the extensive selection of products to create more than 1,000 combinations. These include bathtubs to waterproof vanity cabinets, mirrors, basins and taps in a wide array of colours. This immersive experience promises to reduce the stress of renovations by letting homeowners mock up their bathroom fittings and furniture to easily envision what it will look like.
Customers who have purchased Build-to-Order (BTO) HDB apartments will have it even easier. Running along the length of one side of the Experience Center are booths, two of which are built to BTO bathroom specifications. A third is sized to HDB Executive Condominium dimensions, and the fourth and last one is to a standard condominium unit. Multi-award-winning designer Cris Cheng of Etcetera Design is responsible for the design of the Experience Center. It embodies the spirit of a workshop, where concrete walls are complemented with metal racks and industrial-style track lights. In the middle is a large communal table where customers can sit and discuss the creation of their bathroom designs.
HERA Bathroom prides itself on offering modular bathroom solutions for compact urban spaces, especially BTO apartments. It is the brainchild of Singaporean entrepreneur Lew Eeling, who aspires to give modern women the opportunity to design their own private sanctuary that they can start their day in and return to after a long day. She conceived the brand after spotting a lack of bathroom amenities catered to female consumers. Undeterred by her lack of training in design, she boldly went on to conceptualise the products it carries today.
Eeling’s decision to go down this road was made on the back of her producing OEM bathroom fittings for award-winning brands across Europe and Asia, through her firm Eilumina Resources founded in 2009 in China. With direct access to manufacturing capabilities, it allows her control over the entire process, from production to logistics and on-site installation. It also means she has complete visibility over the quality of the materials used to create HERA Bathroom’s products, ensuring consistency in the high standards she imposes and offers to the markets.
During the COVID-19 pandemic, Eeling took the opportunity to accelerate the business as people turned inwards and focused on turning their homes into wellness havens. In particular, she promoted her signature product, the “HDB bathtub”, a standalone tub small enough to fit into a HDB bathroom, without compromising on comfort and style. More importantly, it fulfils HDB’s conditions and does not require a permit to install. Easily set up in 30 minutes with no hacking required, it brought a piece of affordable luxury to the market, allowing HERA Bathroom to occupy its own niche in the over-saturated sanitaryware industry.
“We have come up with a creative space that democratises bathroom design. The HERA Bathroom Experience Center is the first of its kind that allows customers to be designers for a day. We encourage them to mix and match from our complete and comprehensive range of signature bathtubs and modular products. Ultimately, we want to be their partners in helping them come up with their dream bathrooms,” said Eeling.