Therefore recognised an untapped potential in Petaling Jaya, within the industrial-like Seksyen 13 area that mainly consists of old shop offices, automotive service centres, and manufacturing facilities.
At the newly built Symphony Square in Seksyen 13, Therefore sought to create a unique dining experience, one that is housed in a contemporary yet sophisticated café to bring people from all walks of life together. FOREFRONT was tasked to design Therefore in a way that breathes new life into the Malaysian food industry, and to attract new visitors and uplift the spirits of other tenants in the area, whether it's through the fusion dishes or the beautifully curated décor that will keep diners coming back beyond office hours.
A lot of thought and effort were put into designing and perfecting the dishes, while the space had to accurately reflect the menu as well as Therefore's identity. One example is the terracotta-hued café interior and façade, which was inspired by a Mediterranean sunset in the summer and designed to engage guests from the moment they spot the Therefore signage, all while paying homage to certain Mediterranean elements in the menu. The charming rainforest mural at the entrance by local artist Sam Lim also sets the scene for the Malaysian flavours to come, as terrazo floor tiles subtly lead guests into Therefore. The sophisticated interiors are given whimsical tropical twists with rattan elements that speak of Therefore's Asian-Western flavours in its tropical dishes, while corners are thoughtfully designed to allow for intimate experiences and Insta-worthy shots.
Therefore's cohesive space replicates a blissful summer escape, inviting guests to connect with one another over great fus