The D’Initial Concept showroom is tucked away on the second floor of a shophouse along Tanjong Katong Road. Sandwiched between cafes, coffeeshops and hip eateries, the discreet entrance to the D’Initial office can easily be missed. This however, hasn’t stopped several curious passers-by from walking up the steps expecting to find themselves in a quaint, hole-in-the-wall café. “It happens more often than you’d think,” laughs director Pea Chong. “And it just means that we’ve designed a showroom that’s very laidback, looks welcoming and is intriguing enough to warrant a closer look.”