PROFILE

Since the 1990's, home living and its trends had undergone a radical change globally. In the Western countries, more and more people began to appreciate and adopt the Asian cultures, practices, traditions, arts and natural resources. Soon, this influence can clearly be seen worldwide in the entertainment and fashion world, food industry, retail and interior businesses. As trends go, sometime in the future it will also be expected that this concept would also appeal to Malaysians.

As manufacturing and retailing furniture is Fella Group's core business, undoubtedly Fella Group would always be in touch with the current market trends. Due to the ever changing trends, it would be imperative that Fella Group also changes its designs and concepts to keep up with market demands.

That's why in year 2000, Fella Group kicked off a new breed of home living styles, Urban Culture, with its first retail in a converted 2-storey bungalow along the prestigious Jalan Ampang. Urban Culture quickly established itself as a home concept stylist mainly influenced by Zenism Ð designs portraying simplicity and functionality which became, and is still currently popular although a small percentage, among the trendy and lifestyle-oriented home enthusiasts.

Today, Urban Culture has established itself as the country's trail-blazer of today's home concepts with a new fusion of Eastern and Western designs.

Employing elements of nature and Asian traditional culture in its designs, Urban Culture home concepts exude a warm and cosy yet passionate ambience Ð more or less home ideas with a Òget in touch with nature and heritage' message. Urban Culture's showrooms display an assortment of fabric sofas, sturdy wooden furniture, twine and hemp-made accessories, life-like artificial exotic flowers, stone sculptures, and colourful throw pillows, just to name a few.

With the wide range of different styles and concepts one can choose to adopt, Urban Culture has clearly anticipated the many changing trends and customers' needs and has defined its concepts into 3 categories - transitional, classic and contemporary, which can be seen in its many displays in all its showrooms.