Customer-focused ASI continues to win new projects and grow its portfolio of clients

After a challenging 2011, the current year is definitely looking up for AS Interiors (ASI), a leading interior design company based in Bahrain.

“Last year was a disaster for everyone. Although we were busy with existing projects it was obvious that new projects were being put on hold or simply cancelled. It was especially quiet towards the last quarter of the year. We welcomed the New Year positively and with great hopes,” says Patricia Brown, the managing director of ASI.

“In Bahrain we have started on the refurbishment of the Golden Tulip hotel. We are also in the process of designing two restaurants and a nightclub for a repeat client and we are in the process of a joint venture with an American hospitality group. Things are definitely looking up,” she tells MEI.

But despite the slump last year, ASI was quite busy completing projects such as Al Fanar restaurant at The Diplomat Radisson Blu hotel, the Baisan Hotel and Suites, and National Motors projects in Sitra and Sehla.

Commenting on the types of projects executed by AS Interiors, Brown says: “For us the most important issue is what kind of a project is it? Is it in our specialist sector? Is it challenging? Sometimes a client may come to us for a relatively small project but if he/she has a passion for their new business then it infects us! We rise to the challenge and the same effort is put into the more modest projects as we put into the more prestigious ones. At all times we do the best job – no excuses! Design and the relationship with our clients are what is most important to us.”

ASI’s expertise: The Diplomat Radisson Blu’s lobby and the Links restaurant at the Royal Golf Club (above)

On future prospects for the firm, she says like in all other business, the best and those with strong solid foundations will survive.

“Practices like ours which have long term and trusting relationships with their clients will make it through. It will be tight at times but we always come through. We have a very committed team,” she says.

Brown says the despite the market slump sourcing of materials is not a problem.

“We have trusted suppliers who have the same ethos in their business as we have in ours. Admittedly we are very cautious with new suppliers, or companies we have not used before. We have never relied on credit and always paid on time, therefore suppliers like to work with us.”

Brown says the vision of ASI is to deliver design solutions that “transform everyday places”. ASI holds in high regard key values which embody the company’s spirit. “These values are innovation, transparency and professionalism,” she says.

And what makes ASI different?  “We are a people company,” she says. “We invest time in listening to our clients and their needs and building relationships. This is obvious when you see the list of repeat business we have. Our experience makes sure our designs are also practical and our meticulous planning skills help us anticipate and avoid pit-falls.

“Our mission is simple: to provide a superior service and value to our clients through a wide range of interior related services and to deliver a lasting design legacy.”

ASI was formed with the intention of bringing high quality original interior design to the commercial and residential marketplaces. It handles every aspect of the job including:

• Providing the client with design concepts and proposed plans;

• Specifying or sourcing furniture and materials according to the client’s budget;

• Designing bespoke furniture;

• Providing detailed construction packages, CAD drawings, specifications and scope of works for contractors;

• Appointing specialists such as IT consultants; and

• Overseeing the construction process through to completion.

The company is ready to work on a design and build basis with its team of sub-contractors; to undertake a full tender procedure or to work with the clients’ preferred contractors, she says.

“We also provide a complete design and furnishing service for hotels and service apartments. As well as providing the furniture, we can undertake full decoration including curtains, carpets and wall finishes. Our aim is to create design solutions that exceed and transform our clients’ expectations,” she says.

The Bahrain International Golf Course Company (BIGCC) has used the interior design services of ASI for a number of projects, most notably the refurbishment of the Riffa Golf Club marquee, the retail design of the Riffa Views Golf and Leisure shop and the interior design of the Royal Golf Club.

“Their commitment to delivering the right design to meet the budgetary and operational needs of the client both has been very valuable to all of these projects,” says Michael Braidwood, the general manager of BIGCC. “Their willingness to work closely with the client, find innovative solutions to problems and do a quick turnaround on any changes ensured that all of the projects we have worked with AS Interiors on have run smoothly and have exceeded our expectations.”

Throughout the projects executed by ASI for the National Motor Company, the firm was professional, adhered to strict schedules and procured the necessary materials, all of which resulted in the resulted in the completion of the highly successful design project, says Geoff Thomas, the general manager of National Motor Company.

By K S SREEKUMAR