What happens when a showroom becomes more than a display of design? Fritz Hansen’s newest concept invites visitors not just to browse, but to linger, have a meal, sink into a chair, imagine a life shaped by texture, light, and atmosphere. “It’s not about chairs or tables anymore,” says Dario Reicherl, CEO Asia of Fritz Hansen. “It’s about what people feel when they enter the space. What they remember when they leave.”
Dario Reicherl, CEO Asia of Fritz Hansen
That ethos comes to life in Singapore’s first fully immersive Fritz Hansen destination, a space where design meets dining, and hospitality folds seamlessly into home living. Conceived in partnership with W. Atelier and natural wine specialists Revolution, the showroom rethinks the rhythms of retail entirely. At its heart is a fully operational restaurant helmed by Ian Lim and Alvin Gho of Revolution, seamlessly integrated with Fritz Hansen’s Danish-designed furniture. It marks a global first for the brand: a restaurant embedded within the retail space as an essential part of the concept, not an add-on.
A showroom that feels like home: At 211 Henderson Road, Fritz Hansen blurs the line between retail and hospitality, inviting visitors to experience Danish design as atmosphere.
Where Form Meets Feeling
This isn’t Dario’s first time integrating food, design, and community into a single space. “Four years ago in Seoul, we opened three levels of Fritz Hansen, with the first floor as a natural wine bar. People came to browse and ended up staying for hours. That’s when I knew this format worked,” he recalls.
Singapore, with its global sensibilities and appetite for design, felt like the next natural step. But it also came with its own challenges—high rent, strong F&B competition, and a market saturated with lifestyle concepts. “We had to find a space that let us build something different. Not just beautiful, but memorable,” he says.
“It’s not about co-working anymore,” Dario explains, referencing their former Tan Boon Liat Lounge. “This is about entertaining. About creating domestic scenes—three living rooms, three dining settings, an outdoor area—so you can imagine what home might feel like.”
Rethinking Retail
For Dario, design has always been a deeply emotional experience. “When someone walks into a Fritz Hansen space, I want them to remember it, not just visually, but emotionally. Through the smell of the room, the music, the textures,” he says.
It’s this philosophy that has shaped his approach across the region—from a Thai-Danish concept in a conserved embassy in Bangkok, to a Bali-infused Jakarta flagship. And now, for the first time globally, Fritz Hansen has embedded a full restaurant within its retail space.
“Usually you see cafés adjacent to showrooms. But this is different. The restaurant operates as part of the space. It’s fully designed by us. We are working on the menu that evolves with Scandinavian-Asian influences,” he shares. “It’s a full extension of the brand.”
W. Atelier’s Role in the Vision
None of this would have been possible without W. Atelier, Fritz Hansen’s long-time retail partner in Singapore. The new showroom consolidates W. Atelier’s design offerings, bringing Fritz Hansen, Vitra, and Ditre Italia together in one thoughtful, tactile destination.
As Gani Atmadiredja, Managing Director of W. Atelier, puts it, “We are thrilled to have found a new home at 211 Henderson Road—strategically located near our other showrooms. This move allows us to present our brands cohesively, and to offer our customers a more accessible, inspiring, and complete experience.”
Visit Fritz Hansen and the new W. Atelier showroom at 211 Henderson Road, #01-05.
Open Mondays to Saturdays, 10:30AM–7PM. Closed on Sundays and Public Holidays.
Discover more at watelier.com or on Instagram @watelier.
Words by Leyna Poh.
