Gani Atmadiredja, managing director of W. Atelier, takes us on a journey driven by a dedication to design, a commitment to quality, and a passion for crafting luxury homes
Across the world’s most luxurious properties, hotels, and dining destinations, one name appears with quiet consistency: Toto, the Japanese innovator that transformed everyday hygiene into an art form. The story began in 1979 when W. Atelier became Toto’s exclusive distributor in Singapore—a partnership that would later introduce the revolutionary Washlet, redefining the modern bathroom experience.
From this foundation, W. Atelier evolved into a purveyor of refined interiors, curating Italian furniture, German kitchens, Scandinavian decor, and Spanish lighting. Every piece is chosen with discernment, allowing clients to own icons of design such as Fritz Hansen’s Egg chair and Vitra’s Panton chair.
Guiding this transformation is Gani Atmadiredja, the Indonesia-born entrepreneur whose vision extends beyond commerce. “Over time, we realised that sustainable growth required us to evolve beyond being a supplier of sanitary fixtures into a curator of refined living,” he reflects. “Our ambition was to offer a complete home experience—kitchens, bathrooms, furniture, and lighting—under one roof.”
For Atmadiredja, the brand’s evolution rests on design integrity, uncompromising quality, and timeless appeal. W. Atelier’s purpose, he insists, has never been merely to sell products, but to help clients shape homes that mirror their individuality, lifestyle, and values.
What motivated the rebranding from Inhwa Marketing to W. Atelier in 2009?
Inhwa Marketing, established in 1979, was highly regarded as a premier supplier of sanitary fixtures in Singapore. However, after more than 30 years, we felt the name no longer represented our evolving aspirations. W. Atelier was born from a desire to reposition ourselves as a design-driven and lifestyle-focused brand. The rebranding marked a significant shift from being purely functional to celebrating aesthetics, innovation, and the art of living well. It redefined our identity and set the foundation for the W. Atelier philosophy: to curate timeless designs that enhance how people live and experience their homes.
How does W. Atelier decide on the pieces and brands to include in its portfolio?
Curation is at the heart of what we do. We collaborate only with brands that share our philosophy, a commitment to design integrity, craftsmanship, and longevity. We seek out pieces that remain relevant for decades rather than those that follow fleeting trends. Many of our brands have strong narratives and a deep dedication to sustainability, which resonate with both us and our clients. Before adding any brand to our portfolio, we always ask ourselves: would we want this in our own homes? If the answer is yes, it belongs at W. Atelier.
How does W. Atelier position itself to stay ahead of market trends?
The definition of luxury is evolving. It’s no longer just about price or exclusivity, it’s about aspiration, identity, and emotional connection. People today want homes that feel authentic, comfortable, and deeply personal.
At W. Atelier, we focus on curating a thoughtful mix of legacy brands and inspiring designs that help clients express their individuality. Rather than chasing trends that come and go, we champion timeless design and impeccable craftsmanship that transcend generations. This approach ensures our relevance today and in the years to come.
What still excites you about the luxury home furnishings industry?
It is the timeless nature of great design. The brands we carry embody this philosophy, their creations remain relevant and beautiful through the years, elevating spaces with a sense of sophistication and artistry. Many of these designs are true conversational pieces, like works of art that can be appreciated and passed down through generations. What keeps my passion alive is witnessing how a well-curated space comes together, one that reflects design maturity, cohesion, and inspiration. It’s deeply fulfilling to create environments that not only look beautiful but also enrich and inspire the lives of those who live in them.
What has been the most memorable moment in your journey with W. Atelier?
There have been many memorable milestones, but the rebranding and relaunch of W. Atelier in 2009 stands out as a defining moment. It represented more than a new name; it was a complete redefinition of our vision and purpose. Another significant milestone was the opening of our flagship showroom on Henderson Road. It encapsulated everything we envisioned: design, experience, and curation brought to life under one roof. Seeing that vision materialise and being embraced by the market was incredibly rewarding.
How do you stay inspired?
I travel frequently and attend international design fairs to stay attuned to global movements. But inspiration can come from anywhere: a conversation, a piece of architecture, or even the natural world. I also pay close attention to our clients; their evolving lifestyles often reveal where design is heading next. Ultimately, staying inspired is about curiosity and humility, recognising that design is ever evolving and that there’s always something new to learn, to experience, and to reimagine in the pursuit of living beautifully.
