To provide innovative and comprehensive design solutions that meet the unique needs of each client, transforming their visions into reality with excellence and integrity.
To be a leading design firm recognized for our creativity, quality, and dedication in delivering outstanding projects across various industries.
CEO
Dato Cristal Poh, with a background in interior design, investment, and hotel management, exemplifies entrepreneurial excellence. After earning a degree in tourism and hotel management from Hawaii, she launched a successful career as a freelance consultant. In 2005, she founded her own design firm specializing in luxury soft furnishings for residences, show flats, and commercial spaces. Her impressive portfolio includes custom work for Singapore Airlines’ Airbus A380, iconic venues like St James Power Station, and top hotel chains such as Pan Pacific and Parkroyal. Expanding into hospitality, Dato Cristal played a key role in designing the interiors of Movenpick Heritage Hotel Sentosa, collaborating with Super Potato and DP Architects to blend contemporary elegance with heritage charm.
Design Director
Murphy Sim holds a Higher Diploma in Interior Design from the Malaysia Institute of Art and a Bachelor’s in Interior Architecture from the Institute of Fine Arts, NYC. With 29 years in the interior design industry, he excels in project management for residential, commercial, and hospitality projects, as well as specializing in healthcare design. Murphy’s deep knowledge and experience enable him to lead design aspects and project teams effectively, ensuring high-quality finishes and resolving on-site issues. His strong client and team relationships are especially notable in commercial, hospitality, and healthcare projects. Additionally, he has completed numerous hospital and clinic projects in Malaysia, showcasing his niche expertise in this demanding field.
Commercial Director
Andy Tan, founder and managing director for Life Ventures Pte Ltd holds more than 10 years of related experience under his belt in managing and running a true blue Singapore based design and build in the local interior design, building and construction community. His vast and extensive knowledge ranging from business start-ups, business management and leadership role has been visibly demonstrated and proven from the initial setup of a small team to its current strength and a full-scale builder and carpentry subsidiary forming an elite one-stop service for handling almost all aspects for a complete Design and Build Project. Macro Management is his key element vastly used to ensure all strategic directives are kept constant in the upstream at all times.