With the idea of reinforcing its existing presence on the market, creating a stimulating and captivating atmosphere, the safety equipment brand, Durasafe opened a 175m² space in Singapore to be used for direct sales.

The shop window forms the façade for the over-sized logo,

and inside the visitor is immersed in an entirely black environment which enhances the multicoloured articles. To emphasize the type of products on sale, the ambient of the Durasafe store draws inspiration from the industrial and construction world. The double height space (6m) is equipped with display units similar to scaffoldings surrounding the feature display area and the lounge.


In the words of the architects of MOD (Ministry of Design): “Durasafe approached MOD to create a gallery that would reinforce its existing strong brand presence for its predominantly male customer base”. MOD structured its design according to four basic concepts: High visual impact, capitalizing double volume, chic industrial feel, innovative retail display.


The Ministry of Design has its Head office in Singapore, Kuala Lumpur and Beijing and was founded by Colin Seah to “Question, Disturb & Redefine the spaces, forms & experiences that surround us and give meaning to our world”. Their design for Durasafe was honoured with the Red Dot Design award 2014 for the following reason: “Inspired by industry and construction, this room design offers an intense shopping experience that matches the products on offer”.



Sabrina Sciama

Sabrina Sciama

After graduating in architecture, she worked in publishing for over twenty years. Contents manager for corporate blogs, architecture- and design portals, collaborating with professional magazines and handling the drafting of monographs. She has worked with: Domus, Abitare, Case da Abitare, Auto&Design, Case&Stili. Actively involved in the design-italia.it portal between 2001 and 2007, working mainly on the daily news section and the daily newsletter, as well as playing a proactive role in the management of additional website content. Editor of Box magazine from 2004 to 2009, also coordinating the drafting of two volumes focusing on young designers entitled “Box circa 40 – progettisti italiani e stranieri attorno ai 40 anni”. Coordinated the drafting of corporate catalogues and monographs for the series entitled “I Protagonisti del Design” for Hachette Fascicoli (Giulio Iacchetti and James Irvine, 2012).