ISSUE #57 – Interview with Jacky Deromedi, Managing Director, APRIM Interior Design
APRIM pioneered interior design with a French touch in Singapore 25 years ago. Jacky Deromedi, its founder and Managing Director, tells us about the company’s journey.
WHEN WAS APRIM ESTABLISHED IN SINGAPORE AND WHAT OPPORTUNITIES DID YOU SEE IN SINGAPORE?
APRIM was established in Singapore in 1989. Singapore was one of the four Asian Tigers with exceptional growth rate and economic perspectives. Aside from that, the Lion City also offered:
- An extremely stable political environment;
- A clear priority given by the government on economic growth fostering entrepreneurship;
- Great perspectives for French designers as none was present in Singapore and the overall offer for design and build services was very limited.
Twenty-five years on, we still think that Singapore was the smartest choice to establish the company. The government kept its promises and even went beyond.
On top of purely economic considerations, the overall environment has had a signify cant positive impact. The city remains one of the safest place to live in, with excellent infrastructure and is conveniently located within Southeast Asia.
HOW HAVE YOUR COMPANY AND ITS NAME EVOLVED FROM ITS FIRST YEAR HERE TO TODAY?
When APRIM was first launched in Singapore, we were handling all kinds of design and architectural projects. One of our early projects was the recognisable roof of the Marriott Hotel. Considering the particularity of corporate lease in Singapore, the company quickly decided to focus on interior design services for corporate projects. That is when we added “Interior Design” to our root APRIM.
Aside from this minor change, we have not modified the company’s name and we will probably not do it again. Indeed, we believe that our longevity here in Singapore is one of our strengths. The particularity of our activity is that we follow our clients over the years as they experience punctual needs. Decision makers are often expatriates who relocate every three or four years. Our name has a strong DNA that helps keep our clients loyal.
Over 25 years we have built the reputation of our company, never compromising on our standards. The name APRIM now refers to client service, timeliness, and quality of execution.
WHAT ARE SOME OF THE KEY PROJECTS YOU HAVE COMPLETED IN SINGAPORE?
Having been here for more than 25 years, we have had the opportunity to work on many different corporate projects, from the design of a boutique hotel in Vietnam to OTIS’ office relocation with a high-tech data centre or the design and construction of TECHNIP’s 22,000-m2 headquarter in Kuala Lumpur.
We have helped many companies set up their offices in Singapore, including Thales, with whom we have been collaborating since 1998, working on major relocations and attending to minor changes and maintenance requests.
We also create new design concepts from scratch, as we have managed for FRESH+ salad bars. We are delighted to see the success of this entrepreneur and follow him in his development. La Cure Gourmande, which is opening this year in Takashimaya, is another very exciting project we are currently working on using extremely refined finishes and craftwork.
Interview published in the FOCUS Magazine “SG50” – May 2015