Southkey · Johor Bahru
Mid Valley Southkey
About this store
Southkey was designed around a quiet declaration: I don’t care — I just wanna be comfortable. Its brief spells out what that means. Not shutting out the world, but freedom, authenticity and comfort in your own skin. The store trades polish for honesty: fabric knotted onto a rod by hand, a duvet thrown across a shelf rather than folded onto it, wrinkles left where they fall.
The bed is shown in pieces. Duvet, pillow, topper and case each sit on their own cantilevered shelf, so you can weigh one part of it at a time instead of reading a made bed as one object.
The origin story stays in the room. Glass jars of raw fibre sit on clear shelves beside a wall of tools, spools and cocoons — the makings of the cloth, next to the cloth. The rest is deliberately quiet: off-white texture paint, a long fluted timber counter, brick-format floor tile, and light low enough that the texture does the talking.
The design idea
I Don’t Care
The deck’s art direction is explicit: abstract, not literal — form, texture and colour over staged commercial smiles. Atmospheric, emotional tones. And imperfection is beauty: wrinkles in fabric, messy hair, natural body poses — the raw instead of the polished.
““I Don’t Care” is not about ignoring the world, it’s about freedom, authenticity, and comfort in your own skin. The name itself is bold, almost rebellious, but at its heart, it speaks to genuineness and self-acceptance.”Design proposal R2, Sept 2025
The walk
Premium fabric range → pillows → duvet and topper → bathroom → Kay & Kins → scents and throws → service zone
Design details
The pegboard craftsmanship wall
Raw material and tooling — cocoons, fibre, spools, instruments — with glass jars of raw fibre on clear acrylic shelves.
An unmade bed, exploded
Cantilevered shelves carry the bed in pieces: duvet, pillows and topper each on their own shelf.
The fluted counter
A fluted, pleated timber counter under the GAIAS wordmark.
Imperfection as display
White cloths hand-knotted onto a black rod; a drum of hanging fabric at the entrance, ribbed like a column.
Materials and finishes
- Facade
- SUZUKA TW-C-302 Pebble Wash
- Walls
- KANSAI PAR SUPERMATT texture paint
- Shelving
- Cantolli Walnut QC · five MARBON solid surfaces
- Vanity
- Eco Quartz “Leather Blue” top
- Floor
- JUBIN CANTIK Urban Lime Five with a 100×100 plaza tile inset
Neutral brown — this store’s one local accent on the shared neutral palette
3,390 sq ft · retail 2,540 sq ft (75%) · Designed 2025
Getting here
- Inside the mall
- Second Floor, S-034, in The Mall wing. Take the lifts at the Persiaran Southkey entrance.
- From Singapore
- Roughly twenty minutes from Woodlands Checkpoint via the Eastern Dispersal Link.
- Parking
- Mid Valley Southkey basement and podium parking, entry from Persiaran Southkey 1.
- By bus
- Southkey Megamall stop, on the JB Sentral and Iskandar Puteri routes.
In this store
The fabric library
Every weave, weight and finish we make, on open rails with blend and thread count on the card.
Guided consultation
Sixty minutes with a Client Advisor, prepared to your preferences. Bookable in advance.
Gift wrapping
Boxed and ribboned in store, at no charge, while you wait.
Monogramming
Hand-finished initials on sheets, cases and towels. Allow five working days.
The store
Find us
Second Floor, in The Mall wing.
Enter from Persiaran Southkey 1 and take the lifts to the Second Floor. We are in The Mall wing, past the atrium.
Open in Google Maps →By appointment
Reserve a guided fabric consultation.
Sixty minutes with a Client Advisor who prepares a selection of weaves, weights and finishes before you arrive.
Book at Southkey →
