Singapore design firm, Greymatters recently completed the interior design for PasarBella’s second outlet, at Suntec City. The design has been described as “an enclave of enchantment” with diverse food and beverage and retail offerings. The new space houses 15 gourmet concept stalls in its 7000 sqft (650 sqm) space, each of which was designed by the boutique firm. Greymatters says it took inspiration for the design from the streets of Lower East Side New York City, the enchanting one-of-a-k
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kind marketplace features, graffitied walls and street art illustrations of happy food and familiar cartoon caricatures, hanging fruit crates and urban paved walkways “that resemble a bustling streetscape littered with vibrant stalls that will send you on a captivating marketing experience”.
“It was an extremely exciting project, not only to give PasarBella@Suntec a new identity, but also to conceptualise each trader’s store design in a manner that would complement the overall theme of the space,” explains Alan Barr, founder and MD of Greymatters.
“This is our fourth collaboration with PasarBella and truly allowed us to express our creative ideas and solutions, in order to create a dynamic space that emulated the ethos of PasarBella, yet manifesting it in a unique way.”
The eclectic space features painted roadways and zebra crossings on the floor, directory signage inspired by NYC’s subway map allow customers to follow their favourite coloured line from the directory to the trader of choice. Cobble tiles are also used for the flooring, which is a relic of NYC street paving of the past.
The tabletops are made of recycled hardwood timber and salvages street and construction signage, adding to the overall vibe of the space.
Each of the vendors in the space have their own distinct identity, all of which reflect the loud, organised chaos of the bustling streets of Barr’s hometown, New York City. In the streets of New York, caffeine is a staple, and serving up its infamous coffees and sweet treats at PasarBella@Suntec is well-loved brand Sarnies, nestled in a storefront that was designed to emulate that of the takeaway coffee joints along the streets of the Big Apple.
Pimp My Salad is another of the star contenders at PasarBella@Suntec, focusing on healthy food-togo; the compact kiosk is designed with visual impact in mind, featuring a glass display for the different meats, fish, vegetables and grains to be displayed allowing diners a feast of the senses as they select their ingredients in customising their salads.
Other favourites include Porsena that adopted a New York City Deli vernacular for the stall, and stands proud at one of the main entry points. Wolf Burger is nestled in a loud and proud glistening space of glossy red tile, with a seductive female wolf head pieced together in red and white mosaic tile.
Drinks was designed as an interpretation of an upcycled shipping container that can be seen all over the storage lots in the Lower East Side of New York City.
Overall 14 choices of different cuisines in an extremely unique environment make for a dining experience unlike any other in Singapore. Designed at a world-class level, with no detail left untouched, PasarBella Suntec City traverses cultures, cuisines, and design styles with its diverse offerings, providing a one-of-a-kind dining experience for all foodies in Singapore.
Earlier in October, the hospitality design firm was ranked #68 in Interior Design magazine’s annual industry rankings under “Hospitality Giants”, making it the only Singapore-based firm to make the list this year, and one of the only two firms headquartered in Asia.
Greymatters recently celebrated its third anniversary in August 2015. The firm is set to complete its first full hotel project, the Amari Hotel & Resort in Galle, Sri Lanka, followed by a string of other accommodation venues across the region; Elbow Room, a bespoke cocktail bar in Phnom Penh, Cambodia that will launch early 2016; and Skin+bones restaurant slated to launch in Bangkok, in March.
Greymatters’ next project with PasarBella, which is already in design, is the PasarBella iLights 2016 venue at Marina Bay Sands.