By Willy Wilson | Aug 17, 2009
Valerie Choi Keeps Things Minimal
When people talk about interior design, ID Benchmark always comes to mind. Known for its minimalist design aesthetic, ID Benchmark believes in uncompromising contemporary approach.
Started out as a ‘design and build’ company, ID Benchmark prioritises practicality, durability and flexibility when it comes to designing. And the force behind the firm’s unbending direction is Valerie Choi, the art director and partner of the firm.
 Interior Designer vs Contractor
Valerie Choi may look sweet. But behind that pretty face there is a sharp, critical mind that has become the drive for ID Benchmark, an interior design consultancy in which Valerie is an art director.
Of her profession, Valerie reckons that interior design (ID) is not yet an industry in Malaysia. The definition of it as a profession, too, is still vague. Despite the booming property market over the last decade, Valerie argues that ID professionals are treated like contractors by clients.
“If you talk about ID per se, I can loosely say that it is a really small industry. The measurement is easy: Over here people expect free professional ID consultation when your firm is given a renovation project. But in other countries such as Singapore, Hong Kong and Australia, clients are charged by the hour for consultation,” Valerie explains.
But Valerie is quick to add that she is certain the public perception on ID will change soon.
“After nine years in this industry, I have seen more and more people appreciating what our profession. Many of them are the younger generation – generally those who are under the age of 40 – who understand the importance of ID in the whole process of building or renovating,” Valerie says.
Valerie is certain that in the next five years, her profession will get the recognition it deserves. But in the meantime, she is determined to educate the market on the significance of ID in a property business.
 Less is Always More
When it comes to design, Valerie believes that ‘less is always more’. Be it architecture or ID, Valerie insists that simple design works the best.
By no means is Valerie advocating lazy design, “Conceptualising a minimalist design could very well be harder than that of the elaborative ones. And I believe that a good design always considers practicality, durability and flexibility of materials and space. In ID Benchmark, we frame our works based on this idea,” says Valerie.
When asked if a minimalist concept is a temporary trend, Valerie maintains that it all comes back to the selection of materials.
“When you use glasses and steel to define ‘minimalist’ concept,” she says, “I can honestly tell you that they are temporary. But when you use really basic elements like cement, timber and rock to accentuate minimalism, then your house will never be out of style.”
In the wake of Climate Change, glasses and steel are considered too loud for minimalist design for its naturally absorb heat and release it to the house; Hence, encouraging further use of air-conditioning.
“Unfortunately, many of us in Malaysia still can’t quite get the idea that ‘less is more’. It is not uncommon that clients ask for Victorian-styled and tropical-styled interiors when their residents are clearly of neither theme, simply because they want to have as many thing as possible after paying you. While the truth is you just have to stick with your house theme!”
 ID Tips & Tricks
If you consider building a new house, renovating your current house or just redecorating your living room, Valerie suggests that minimalist aesthetic is the perfect choice given the current economy situation and the growing concern on Climate Change.
Valerie’s rule of thumb: “Invest on a good paint, preferably white. It is the cheapest trick with the biggest effect. A clean, bright white wall is always a good start to work with the rest – the furniture, the ceiling, the lighting, etc. White wall also gives an airy, soothing and airy effect on a space!”
A good advice, indeed!
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ID Benchmark Sdn. Bhd |
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03-6280 3166 |
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B-G-16, Jalan Dataran SD2, Dataran SD, PJU9, Bandar Sri Damansara, 52200 Kuala Lumpur. |
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www.idbenchmark.com |
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