Fans of renowned French designer Philippe Starck will soon be able to live in an apartment designed by him.

The interiors of all 30 units and the common areas in iLiv@Grange, an upcoming development in Grange Road by local developer Heeton Holdings, are designed by him, under the yoo brand.

yoo was founded by British property developer John Hitchcox and Starck in 2000. This is their first project in Singapore. Their works in Asia include Jia hotel in Hong Kong, a luxury villa at Phuket's Cape Yamu, and yooPhuket, a residential development.

The units at iLiv@Grange are expected to cost more than $3,000 per square foot (psf), in contrast to the surrounding projects' $2,700 to $3,500 psf going rate. Its one-, two- and three-bedroom apartments range from about 1,100 sq ft to 3,000 sq ft. It is scheduled for completion in October 2013.

Buyers can choose from two style palettes by Starck.

Apartments under the 'classic' palette will have an aristocratic look, with colours ranging from pale neutrals to dark browns and materials such as marble, wood and chunky fabrics.

The 'natural' palette, on the other hand, has a brighter and lighter feel. Such apartments will have cabinets with light-coloured wood and pale walls.

yoo also has other style palettes including minimal, urban and country.

'Heeton Holdings felt that these two palettes - classic and natural - were most appropriate for the Singapore market,' says Mr Hitchcox, who was in town recently for the project's private preview.

The 47-year-old is one of the best known and influential developers in London. In the 1990s, he introduced the loft-living concept in the British city.

He became interested in interior design after realising developers were involved only in the architecture and exterior of a residential project and not the interiors.

He began looking for 'someone to assist me in interior design' and Starck 'was the most obvious choice'. Mr Hitchcox says: 'He had designed everything from furniture to toothbrushes. He's got a good idea of what consumers like.'

When the two first met in Paris about 15 years ago, Starck was not keen on designing interiors. It took a year of persuasion before he agreed to a partnership.

The name 'yoo' was also coined by him. 'It's not about us. It's about you, your home. We're helping you to create your home,' Mr Hitchcox explains.

While he handles the layout details of a project, the finer aspects such as the development's style and colour schemes are left to Starck.

Apart from the French designer, yoo now has three other designers - Jade Jagger, daughter of The Rolling Stones' Mick Jagger, Dutch designer Marcel Wanders and English designer

Kelly Hoppen.

Mr Hitchcox does not rule out working with local designers but says regardless of foreign or local designers, 'in order to work together, they would have to be exceptionally good'.

He has this advice for home decorators. 'Put things you like or are sentimental to you. Nurture your own space.

'You should make your home feel as comfortable as you can.'

Source : The Straits Times © Singapore Press Holdings Ltd. Reprinted with permission.