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NiCE Move: Global Design Agency Goes Old School with a Desk Measuring 35 Meters in Length
With a desk that measures 35 meters in length, global design agency Nicosia Creative Expresso Ltd (NiCE LTD) is settling into its new Singapore office, joining a prestigious roster of tenants at Old School, the city’s premier creative commune.
By: David Balch, NiCE LTD
Interest in the sprawling space was keen, with a number of businesses eager to move in. But NiCE LTD stood out. An internationally renowned design agency, whose client list is an impressive collection of Fortune 500 companies and globally recognized luxury brands, NiCE LTD was the tenant of choice.
Located at the top of Mount Sophia Road, just steps from Orchard Road and the Dhoby Ghaut MRT, Old School houses a unique blend of art galleries, design studios, production companies, photography studios, record companies and restaurants ... even a luxurious cinema dedicated to screening noteworthy art films. And now? NiCE LTD, an exclusive agency focused on consumer product development, brand strategy and package design for some of the biggest brands on the planet, including Calvin Klein, Tiffany & Co., Valentino, Dolce & Gabbana, L’Oreal, SK-II, Pantene, Puma, Gillette and Kraft Foods.
Headquartered in New York, NiCE LTD was founded 17 years ago by Italian Creative Director Davide Nicosia. His goal? To deliver design excellence to the most discriminating clients. And while that goal has not changed, it has evolved in the wake of globalization.
“Unlike many others in the design industry, NiCE LTD has grown organically since 1993,” Nicosia recalls. “But the aggressive growth of our Singapore agency was a calculated move. Our clients, large consumer product companies, have high expectations in this market. They need to better understand Asia and to penetrate it more deeply—and we help them do that.”
Over the years, NiCE LTD has done a considerable amount of business in Asia. But, until recently, Nicosia ran all of his operations from New York. That changed in 2008 when he decided to expand his playing field.
Recognizing that his existing clients would be best served if NiCE LTD had a physical presence in the region—and that such a presence would open new doors of opportunity—
Indeed, Singapore has proven to be a fantastic host to nurture the latest growth at NiCE LTD. A number of longstanding clients have global brand managers located in Singapore, so the added synergy created by virtue of proximity is palpable. And new opportunities have emerged as well—like the global re-branding of Tiger Balm, a project NiCE LTD has been working on for local giant Haw Par in recent months.
“Demand for our creative and strategic services has never been higher,” Nicosia says. “And we’re very proud of that, because this sort of thing doesn’t ‘just happen.’ This kind of success is only achieved by having the highest quality staff members; by providing outstanding levels of customer service; and by choosing to be in the right place at the right time. So, thanks to this convergence of factors, we’ve continued to perform extremely well—despite the global recession. And our relocation to Old School reflects our desire to sustain that growth.”
Charting their recent history, Nicosia continues, “We had a beautiful office in a historic shophouse on Emerald Hill Road for our first two years here in Singapore. But it quickly became apparent that it was only going to hold us for so long. So we went on a great hunt for a space that would not only inspire us, but would also provide us with ample room for the growth we’re experiencing. And when we found this space at Old School, we knew it was right.”
Every bit as spacious as their New York office, which consistently draws ‘wows’ from visitors, the Singapore office is sure to have the same effect. Occupying the entire top floor of block 11B at Old School, Nicosia has been hard at work the past five months to renovate and furnish the new NiCE LTD office, a process that is nearing completion.
“We are creating another iconic environment where employees and clients can find inspiration,”
Nicosia even managed to secure roof access in the lease, and looks forward to replicating the NiCE LTD rooftop barbecue parties that have become famous in New York. Quite the serious businessman, but never too serious to have a little fun, Nicosia breaks into a broad smile as he recalls the parties that have been a trademark of ‘agency fun’ at NiCE LTD in New York. And it’s clear that he fully intends to extend the tradition.
“We’re very excited to be taking up residency at Old School,” he says. “It gives us room to grow at a time when we’re looking to hire more ‘best-in-class’
Director of Communications
Photos related to this story are available on request.
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About Nicosia Creative Expresso Ltd (NiCE LTD):
Founded in 1993, NiCE LTD is a privately owned leading international design agency specializing in consumer product development, brand strategy and package design. Headquartered in New York, NiCE LTD also has offices in Tokyo, Singapore and Bangkok. The company operates with a goal of pursuing sustainable, environmentally friendly practices, while employing top designers from over 20 countries. Clients have included Calvin Klein, Estée Lauder, Tiffany & Co., Victoria’s Secret, Valentino, Alfred Dunhill, Dolce & Gabbana, Benetton, Puma, Montblanc, Anna Sui, Escada, L’Oreal, CoverGirl, SK-II, Olay, Clairol, Clinicare, Pantene, Avon, Noxzema, Old Spice, Bath & Body Works, Tiger Balm, Gillette and Kraft Foods.
Page Updated Last on: May 03, 2010