With a direct link to XTRA’s rebranding in the early 2000s, &Larry was a natural partner to craft the messaging and logo for the 30th anniversary of Singapore’s pioneer purveyors of high quality designer furnishings. For this important milestone, we took a retrospective approach to review XTRA’s growth and change through the decades.

Going back to its roots as an early champion of the mid-century classics of Ray and Charles Eames comes the message of “30 YEARS OF SERIOUS PLEASURES”. It is a reflection of how founder Lim Choon Hoong took his personal love for design beyond that of a hobby into a serious undertaking to bring great designs to the Singapore market. XTRA has since outgrown the role of mere retailer to become a design advocate and even educator – bringing in guest speakers from both established brands and rising stars in the industry.