How To Design A Multi-Faceted Business

Christopher Chua, co-founder and creative director of Kulörgroup, explains how to design a multi-faceted business.

- Serene Foo

What was your rationale and motivation for establishing a firm that has multifaceted offerings?

KulörGroup was founded in 2008 by my partner Sarah Bonsall in Toronto, Canada, specialising in providing technical services for the hospitality industry. Sarah was experienced in this field, having been a consultant to multiple hotel brands. As my close friend, we explored the idea of adding design capabilities to KulörGroup, since it was my specialisation.

We identified a gap in the market with independent, white-label brands and owners that required these two layers of expertise, since they may have wanted to operate the property themselves or develop their own in-house brand. When we were able to meet these clients’ cost efficiency requirements and project timelines, I established KulörGroup’s Design department in Singapore in 2016.

This was the precursor to our expansion and establishment of the in-house Architecture (formed through a strategic partnership with KG Architects) and Interior Design division.

What are the key challenges in streamlining the four different disciplines of brand identity design, architecture, interior design and technical services into a single approach?

Interior design and technical services should go hand in hand. We see them as opportunities rather than challenges. It is through understanding the brand’s unique value proposition and the technical aspects of operations and other factors (such as revenue projections, cost projections, and analysis of the client’s competitors) that we are able to consider design in a holistic way.