ASIA'S MOST INFLUENTIAL Against the Grain

Ministry of Design founder Colin Seah shares how his firm seeks to constantly redefine convention in its design approach, while also utilising new technologies

- Hashirin Nurin Hashimi

When it comes to a new project, whether in Singapore or overseas, the Ministry of Design (MOD) seeks "to question, disturb and redefine a salient issue, sometimes conceptually, other times more aesthetically or experientially driven", says founder Colin Seah, who is also design director of the integrated architectural, interior design and branding firm.

"It's both a process and a reaction. As a reaction against convention, we feel that design must evolve alongside culture and society. So whenever we feel a certain convention is no longer relevant, we seek to question its validity," Seah explains. "As a process, it starts with a question that challenges convention. For instance, what is the nature of luxury? Once a question is established, we 'disturb' convention through a rigorous design process. We hope to end up with an experience or a design that redefines convention."