Inside Cheng Chung Design’s New Singapore Headquarters for Luxury Hospitality
Published on December 17, 2024 | by DSGN arcHive
With top hotel giants like Shangri-La and Marriott in its portfolio, this luxury design firm’s new HQ is ready to shake up Singapore’s design scene!
What happens when a world-renowned interior design firm lands in one of Asia’s most vibrant cities? You get a game-changing new headquarters that’s set to shake up luxury hospitality design in the region. On 7 October 2024, CCD/Cheng Chung Design officially opened its APAC headquarters at Collyer Quay Centre in Singapore. Combining luxury, innovation, and a dash of local charm, it’s not just a workspace—it’s a bold statement.
Led by Senior Vice President Aldwin Ong, the new office reflects CCD’s vision for the future: redefining creativity, championing sustainability, and delivering the brand’s signature ‘de-office’ concept. It’s an inspiring environment where bold ideas take shape, ready to influence the Asia Pacific design landscape and beyond. With an impressive portfolio featuring top hotel brands like Shangri-La and Marriott, CCD’s next chapter in Singapore is one to watch. Keep reading as we dive into what makes this move so exciting!
Inside CCD’s Singapore’s APAC HQ
1. What inspired CCD to choose Singapore as the location for its APAC headquarters, and how does this move align with your long-term vision for the region?
Singapore’s strategic location and vibrant economy make it the perfect launchpad for CCD’s Asia Pacific headquarters. As Senior Vice President, I lead the Singapore office with a clear vision: to redefine the luxury hospitality landscape in the region. We are also exploring opportunities in high-end markets like residential, F&B, and other genres that allow for creative exploration.
Our talented design team, supported by CCD’s global expertise and cutting-edge technology, is driving the next phase of our growth. With a deep understanding of cross-cultural dynamics, we are committed to staying ahead of industry trends and fostering innovation. Together, we are solidifying our position as leaders in the luxury design space.
2. CCD is the creative force behind the ‘de-office’ design concept. Could you share more about its philosophy?
The philosophy behind our “de-office” or “decaffeinated office” design concept is simple: to create an environment that feels as welcoming and comfortable as your home would. CCD’s visionary founder, Joe Cheng, sought to move away from conventional, sterile architectural offices. Instead, he envisioned a lifestyle-driven space. This concept fosters a relaxed yet thoughtfully curated setting that inspires creativity and innovation.
Our workspace balances openness with the flexibility of semi-permeable spaces. This layout enables collaborative brainstorming and fosters communal conversations. Natural daylight floods the area, and a human-centric design approach adds warmth—something rarely found in traditional work environments. Curated art pieces further enrich the space, reflecting the personal touch of our founder and embodying the essence of the CCD brand. This distinctive approach to design is what sets us apart.
3. The ‘de-office’ concept has been thoughtfully incorporated into the Singapore APAC HQ. Could you highlight some standout features in the Singapore office that bring this philosophy to life?
The APAC HQ in Singapore reflects the spirit of our other CCD offices, especially our headquarters in Shenzhen, while adding unique regional touches. The design continues to celebrate the fusion of East and West, with a distinct Southeast Asian influence. It also incorporates locally sourced technologies, such as interactive Occhio lighting in the meeting rooms, an integrated Kaelo wine cooler, Lutron smart lighting controls, and Miele smart appliances.
The Veranda-inspired area takes cues from Singapore’s iconic shophouses. It offers a filtered vista that smoothly blends the workspace with an art gallery showcase. Given the office’s limited footprint, the design cleverly combines various elements. These include an ‘outdoor’ lounge, which evokes Southeast Asia’s alfresco spaces, and a book bar that merges a library with a bar. The central meeting space is reimagined as a ‘dining’ room, bringing functionality and style together in a compact, yet versatile environment.
We also have an art wall showcasing our creative material boards. Curated with an artist’s perspective, it highlights our commitment to innovative, out-of-the-box ideas.
4. What role does sustainability play in the design and operations of the Singapore office, and how does this align with CCD’s broader approach to environmental responsibility?
Sustainability is a core principle of our design ethos, and we believe it will continue to drive our work. While achieving complete sustainability can be challenging, CCD is dedicated to maximising our efforts to make the best decisions for the environment. We leverage technology to reduce waste, prioritise material reuse, and minimise paper usage in our daily operations. Smart lighting systems are integrated to enhance energy efficiency.
Furthermore, we repurpose materials—ranging from flooring to art and furniture—ensuring sustainability at every level. With the scale of our design firm, we benefit from an extensive supplier network. This allows us to carefully select materials and vendors that align with our eco-conscious goals.
5. How does CCD's new Singapore office reflect the company's reputation for innovative hospitality designs, and how might it pave the way for future collaborations?
CCD carefully curated the core design team in Singapore with one clear focus: to foster an inquisitive mindset that challenges stereotypes. This drives us to develop innovative, out-of-the-box solutions for our clients and operator partners. We continually draw inspiration from diverse creative fields, such as fashion, culinary arts, and other design genres, bringing fresh perspectives to our work.
Our founder has set a clear mandate for the team: to freely expand our creative horizons. Instead of replicating the brand’s existing body of work, we are encouraged to push boundaries and pursue the next big idea. This ensures our designs remain dynamic and forward-thinking.
We are united by a shared vision, encapsulated in two powerful words: Why Not?
6. How do you see CCD’s expansion in Singapore contributing to the evolution of hospitality design in Southeast Asia and beyond?
Our East-meets-West ideology, paired with our extensive network of materials and suppliers, streamlines work processes. This enables clients to execute projects more efficiently and maximise returns swiftly.
Collaboration lies at the heart of our approach. We work closely with industry peers to shape and curate the hospitality design landscape. Through meaningful collaboration and open dialogue, we believe we can collectively advance the industry while refining and evolving our craft.
7. What are your immediate goals for the elite team of 30 designers in Singapore, and how do you see their presence impacting CCD’s global projects?
Like any new office, it’s essential to give team members the space to explore, experiment, and find their footing, both internally and externally. I often draw parallels between our industry and the culinary world. Just like chefs, our team must have the creative freedom to innovate. At the same time, they must learn to collaborate harmoniously with diverse personalities and experiences within the office.
My goal is to cultivate a dynamic, diverse team of talented individuals. I aim to empower them to bring their unique strengths and character to each project. By elevating their personal specialisations and building strong relationships with our esteemed clients and operators, they can develop their own following and reputation. Ultimately, their individual and collective success will drive the overall success of our office.
8. Looking ahead, how do you envision CCD’s continued expansion shaping the future of luxury hospitality design globally, and what legacy do you hope to leave through these innovative spaces?
CCD’s boldness in design innovation and project execution is poised to leave a lasting mark on the global hospitality landscape—we truly believe this. I envision every project, regardless of scale, as a benchmark. Each one demands our undivided attention and utmost care. This vision is at the heart of our approach, ensuring our work carries a unique, personal imprint.
Rather than relying on a standardised design DNA, our goal is for each client to see their project as a bespoke creation, crafted with a personal touch. It’s vital that every project reflects a thoughtful abstraction of local cultural elements. By embracing a strong sense of place, we offer a fresh, witty reinterpretation.
Ultimately, the greatest legacy we can leave is for a client to step into a space we’ve designed and proudly declare: “This was created just for me.”
And that’s a wrap! A big thank you to Aldwin Ong for sharing these invaluable insights with us! Click here to learn more about CCD and the exciting projects they’re taking on!
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