SOUTHEAST ASIA BUILDING23 Dec 2021
Formica Asia moves its headquarters to Singapore, opens a new phygital showroom, and initiates a social movement
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Singapore – Formica Asia, a leading provider of designed surfacing solutions, inaugurated the strategic relocation of its Asian headquarters in Singapore on 10 December 2021. The company that was founded in 1913 in Cincinnati, USA, has spread its wings over the century and established various regional headquarters in multiple locations worldwide.

The Asian headquarters, that was previously located in Shanghai, has been relocated to 38 Armenian Street in Singapore. It features an office and a phygital showroom allowing closer and more efficient customer experiences.

The CEO of Formica Asia, Jerome Michel, stated that they are ready to embark on a new journey with its soon-to-be implemented market expansion plan and strategic partnerships to strengthen customer engagements in Asia, especially the Southeast Asia market with Singapore as its pivot. Singapore that has been ranked by the World Economic Forum as the most pro-business country in the world, to the extent that Singapore is being made the headquarter of the Asia-Pacific Economic Cooperation, Jerome Michel remarks that investing in Singapore is a great start to entering Southeast Asia, as there lies the economic beauty on the Lion City.

The showroom will offer multiple new features and functions, online and offline. The Formica Singapore’s showroom will have a Room Visualizer, a digital tool that will enable customers to render the colours of their choices onto present scenes to give a better visualization of how their choice of décor will come together in a residential scene. Moreover, the showroom itself will serve as an art exhibition to visitors that showcases modern furniture and home improvements, and renovation materials among others, making it a temple of inspiration for interior designers and home & living enthusiasts, where visitors can also have a brainstorming session with Formica’s sales experts.

This year, Formica launched three of its newest innovations; FENIX®, DecoMetal® SRM, and INCANTO, and is eager to market them in the Asia market.

Book a visit to Formica Singapore showroom https://www.formica.com/en-sg