A Closer Look At The First Sevenfriday Space In Kuala Lumpur

Looking for a hip spot to chill over a good cuppa and shop for some of the coolest watches in the city? The new Sevenfriday Space in Robinsons Kuala Lumpur may just strike your fancy

1. It has a unique retail/ café concept

When it was founded in 2012, Sevenfriday built its business on what it called “affordable luxury” timepieces but with a distinctive industrial edge. Over the years, founder and CEO Daniel Niederer has diversified its range of products to include eyewear, apparel and bracelets, turning Sevenfriday into a bona fide lifestyle brand.

Above Daniel Niederer

To accommodate this expansion, Niederer wanted more than a passive retail space – he wanted a venue for “likeminded people, energised by the wonder of design, to hang out in. Sevenfriday Space is essentially an effort to offer lifestyle, in the deepest sense of the word, to our customers and letting them express themselves,” he declared.

Sevenfriday Space made its debut in Jakarta in 2016 and immediately established a strong connection with its wood, metal and concrete design as well as a fantastic coffee bar. Since then it has opened 16 other branches around the world including Beijing, Singapore, Yangon and its home base in Zurich.

2. It feels surprisingly cosy and homely

The Kuala Lumpur outpost at Robinsons Kuala Lumpur is operated in collaboration with its exclusive retail partner Red Army Watches Malaysia. Measuring over 750sf, it places plush leather sofas and a wooden crate table in the centre, evoking the feel of someone’s living room.

The irresistible aroma of freshly brewed coffee from the bar adds to the allure. It sources specialty coffee from such international roasters as Simple Kaffa and Padre as well as local roasters Artisan Roast and Seraph Awaken.

In the back is a large neon sign spelling out, “Show me don’t tell me”. Niederer noted: “It’s our bold message to encourage passionate and like-minded people to gather and have meaningful exchanges.”

Also see: 8 new stores, from Robinsons to Sulwhasoo, to hit up in Klang Valley

3. It houses a multitude of shopping temptations

The range of goodies reflects Sevenfriday’s cool character. The Punk Panda T-shirts designed by street artist Rocketbyz turned the adorable panda into a fierce but colourful animal. The design of the bracelets takes inspiration from machineries including car batteries and oil piping system. Meanwhile, the funky sunglasses have a steampunk appeal.

Above Assorted bracelets

Then there is its core product category, the watches. Highlights include the hugely popular M2B/01 timepiece that heightens its industrial look with seven integrated layers of gunmetal. The latest addition is the S3/02 Carbon Edition created in collaboration with the craftsmen of Ares Design who were inspired by the ruggedness of the iconic Land Rover Defender. The Carbon Edition features a stainless steel case with carbon bezel and blue silicon strap.

Above M2B/01

Above S3/02 Carbon Edition

4. It aims to be multi-functional

It’s not just a space to chill and shop. In line with the brand’s non-conformist approach, the Sevenfriday Space promises to liven things up with such activities as live music, interactive art installations and even Pilates classes.

Above A live concert at Sevenfriday Space in Zurich

“As a lifestyle brand, besides attracting watch enthusiasts and coffee lovers, we want to be able to bring friends and families here for a meaningful time together,” reiterated Soemantri Kusumadi, the executive director of Red Army Watches Malaysia.

Topics

Sevenfriday Red Army Watches Malaysia Sevenfriday Space Robinsons Kuala Lumpur

Tatler Asia

A Closer Look At The First Sevenfriday Space In Kuala Lumpur

1. It has a unique retail/ café concept

2. It feels surprisingly cosy and homely

3. It houses a multitude of shopping temptations

4. It aims to be multi-functional