Interview with the Architect
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- Interview with the Architect
“Going into construction is
moving up the value chain, now down”
Introduction and Background
You are an Architect by training. But soon after the establishment of Meridian Homes Pte Ltd in 2003, you decided to break away from architectural consultancy. What's been happening since?
We’re happy to say that we’ve been busy creating beautiful homes for people. When we launched the Meridian Homes® 2005 brochure for our design-build concepts, we were initially focused on a range of projects for Singapore. Since then, we’ve expanded our portfolio and ventured into countries within Australia and the Asia-Pacific region.
As demand grew, we found ourselves unable to keep up. As such, we turned to architectural consultancy on a separate platform to meet our clients’ requests, integrating the design-build model with consultancy. This allows our customers to have their houses built directly by builders at a lower cost, with guaranteed certainty and professional management from us. Homeowners should never attempt to build a house as laypeople in a two-party contract with a contractor.
Design-and-Build: Business Model
You belong to a volatile industry where numerous companies go bankrupt every year. How do you manage this?
Discerning homeowners will always seek out reliable, responsible builders. In this respect, we’ve been very successful in carving a niche for ourselves with our commitment, attention to detail and strong emphasis on quality. We conduct thorough audits of builders’ financials and assess their detailed knowledge of project execution. Many of our clients are surprised at the depth and rigour with which we evaluate a builder’s competency and viability. If they cannot pass muster with us, you probably shouldn’t be engaging them—unless you are prepared to undertake risks.
How confident are you in your products and pricing strategies?
At Meridian Homes®, quality is the axiom for everything we do, from design to construction to delivery. We established this brand to distinguish ourselves, and we actively campaign for work under this banner. I believe we’ve come this far because of our consistent high standards and tight weekly project management, right through to post-completion maintenance.
Our prices are realistic and based on a workable budget aligned with the client’s brief. It should be a budget that allows for specific design criteria, meets our workmanship and material standards, and provides fair remuneration to those working along the project value chain.
We never proceed without issuing a Building Performance Bond from a financial institution to guarantee project completion. That’s how confident we are in what we do and in how far we’ve come.
Design-and-Build:
Flexibility within Boundaries
Can a template design-and-build concept work? If I were a homeowner, I wouldn't want my house to be identical to someone else's!
Template design doesn’t mean everything is duplicated from house to house. It just provides a systematic framework within which there is ample room for individual taste and style. In a nutshell, it’s flexibility within efficient boundaries. After leading this segment of the industry in Singapore for 25 years, we now see copycats emerging and following in our footsteps.
A typical template includes a list of detailed, itemised costings—from structural steel to concrete and even anti-mould silicon grouting. It’s a very transparent way of managing budget allocation. The homeowner has many options within a template, so there is a great deal of customisation going on, from façade design down to the interiors.
As an Architect, do you design the interiors in the houses you build? Or do I need to engage a separate interior designer for this scope?
Yes, I handle the full scope of work, including the interior design of the house. With over 30 years of experience in house building, I also design for lighting, landscaping and audio experiences. On top of that, my team manages the entire building and fitting-out process, right through the maintenance period after completion.
It sounds like you’re adept at many skills that many house designers don’t cover. How competent are you in these areas?
Houses in Singapore are generally small in size. Through years of hands-on experience across dozens of projects in Singapore and overseas, we’ve developed the critical skill sets needed to design a complete house. We’ve achieved this by retaining competent staff of various nationalities and bringing their honed expertise to the table. Ultimately, designing and building houses in a metropolitan city—not unlike London or New York—requires a broad set of capabilities that go beyond simply putting up four walls and a roof.
Design-and-Build:
Leveraging Synergies
You seem to identify yourself less as an Architect than as a construction industry player. Care to explain?
Going into construction is a move up the value chain, not down. I believe a trained Architect adds organisation, credibility and professionalism to the construction industry. We have the knowledge and ability to control the various sub-trades, specifications, schedules, quality, and all other elements needed to complete a project successfully. Going turnkey has certainly made me a better Architect, as it has attuned me to the needs of the customer and the longevity of the built house. I can add value to the project at every stage, and the client can get answers to their queries from a single, professional point of contact.
Do you take on remodelling projects? How does that appeal to, or challenge, you as an Architect?
As long as we can make a difference to the condition and aesthetics of the existing unit, we will undertake the project. You see, as an Architect, this is where I can exercise creativity merged with reality. Let me illustrate this.
A homeowner came to us after he had gone through the traditional method of appointing individual consultants—right up to the tender stage. By then, he discovered that the projected cost had significantly exceeded the cost estimate he had been given. He was understandably upset when he came to us.
We assessed his house and redesigned it using our approach. We built and finished it beautifully, true to our original cost. With careful customisation and a tight hand on the budget, we were able to deliver his home at about 80 per cent of the original design cost.
Some savings resulted from eliminating expensive elements, but the bulk came from two days of intensive brainstorming between the Architect and Engineer—something rarely seen in small projects of this nature. Capitalising on our synergies, we were able to reduce costly duplications and wastages.
Tender System
Many projects in Singapore and elsewhere rely on the tender system because it is believed to elicit the best proposals and the best deals. What's your take on this approach?
It seems to be the most favoured system for projects, but I think it has its limitations. The method is clouded by the perception that whoever is desperate enough will get the job. So, it’s almost synonymous with rock-bottom prices, substandard workmanship, inferior materials, poor quality control, and such slim margins that there is no cushion for any unexpected events or fluctuations in raw material costs.
In Europe and Japan, projects are awarded through a pre-qualification process based on the soundness of the company’s internal operations. This may well be a viable alternative to replace the traditional tender system. Nevertheless, with our approach, we still incorporate the competitive bidding system as proof of fair pricing.
What is your professional view on ensuring quality and performance, especially when it comes to site supervision?
We work closely with the homeowner and invite their presence at key installation stages, where we also share pointers on what to look out for. At the end of each stage, we jointly review the quality of the work to ensure its longevity. Our clients are always impressed that we go the extra mile at every stage to resolve any issues early in the process, well before we hand over the completed work.
Do you ever trip on your own promise of quality?
Quality underlies our promise. But despite our best efforts, the quality of supply may not always be up to par. This is not an excuse—it’s a reality. We try to work only with the people we trust and individuals who take pride in their work. However, 100 per cent perfection is not always attainable, especially in Asia, where many may enter the construction industry as a last resort. To address this potential issue, we offer up to 2 years post-completion to address any unforeseen issues—double the standard period offered in the industry!
External Audits
What is your stand on professional opinion with regard quality and performance, including supervision of the works? Isn't it quite common that while everything may look good on paper, what transpires on-site may not be up to par? How do you resolve that?
Do you ever trip on your own promise of quality?
Licensing Programme
You have launched a licensing programme for the construction industry – something quite unheard of – and there is talk of going overseas with it. Can you tell us more?
It’s part of a broader business strategy as well as our contribution to the industry. There are many firms which are willing to work hard but lack the know-how. Our programme provides a tried-and-tested model to help firms manage their projects more effectively. With financial discipline at the core, it recommends strict and tight control at every stage – from administration to finance and approved suppliers. This will help the firms turn in a profit and sustain their operations.
There is abundant supply of resources, labour and materials everywhere. As each building site is a unique location, licensing can address the differences and also unite participants through a common blueprint for design, procurement and management.
As the potential licensees go through our programme, they will realise the value we can add to their operations. The on-the-job training process helps to secure their future earnings, and also pays them an equitable monthly income during training.
For the industry, when players have the basic tools to make a decent living and not have to constantly worry about survival, the focus will shift to quality. Everyone wins in the end.
Publications and Industry Research
I understand that Meridian Homes® has launched various publications to help the new home-owner. Please elaborate.
We have an annual brochure which has gained a loyal following. We’re also producing several information booklets generic to home-building and homeownership, and titles on how to work with Meridian Homes®.
We have been particularly active in reviewing technical details. If you refer to our website
www.meridianhomes.com.sg, we have a regular section dedicated to this. Some people call this ‘hands-on research’. Whatever the name, there appears to be a paucity of this type of service for the end-user. As a home-builder, I think we are in the best position to provide this service.
