The name “hoo” — an acronym for “home of one” — embodies the studio’s core philosophy. “Just as every person is different, every home should be unique too. That’s how the philosophy of ‘home of one, one of a kind’ came about,” explains Chen. “I simply used the initials of ‘home of one’ to name the brand ‘hoo’. It’s simple and easy to remember.”
The name carries an additional layer of meaning: “Coincidentally, ‘hoo’ also sounds like a sigh of relief — the feeling of relaxation and calm you experience when you return home at the end of the day.”
The brand’s logo, featuring an “h” that forms the silhouette of a chair, reflects Chen’s passion for design history. “I’ve always loved designer chairs and collect them whenever space allows. To me, they represent the signature design language of different eras,” Chen notes. This appreciation translates into each project, where statement chairs become symbolic pieces reflecting the overall design style of every home.
Drawing from his advertising background, Chen employs an unconventional naming system — each project bears a woman’s name, from Phoebe to Evelyn. “Naming the projects after women felt like a natural way to emphasise the individuality of each design. It’s also a more sensual and memorable way to refer to the projects — and frankly, I think it just sounds a bit sexier,” he shares candidly.
What ensures each hoo project’s uniqueness is Chen’s emphasis on the human touch. “I’ve always thought of our work as ‘creating a home’ rather than simply ‘designing a project,'” he emphasises. Through careful layering of furniture, lighting, and accessories, hoo creates spaces that avoid the trap of “generic hotel-suite interiors we see far too often,” instead crafting homes that promise to remain timeless and appreciated for years to come.
Editor
Kaitlyn LaiCredit
Images Courtesy of hoo
