Heartware Store & Gallery: The New Design And Retail Space For Art Lovers
A new art space in town where everyone is welcome.
If today’s increasingly data‑driven way of working will have you believe, one needs to follow certain “best practices” to succeed – especially in retail. Scratch all that is the ethos at Heartware Store & Gallery, a multi‑purpose space in Joo Chiat that opened two months ago and is the latest passion project by creative agency Kinetic Singapore. Founders Gian Jonathan and Astri Nursalim – both creative directors at Kinetic Singapore – insist there’s no convoluted curatorial theme or algorithms that power this 750‑sq‑ft space. Instead, what’s featured on‑site is based purely on instinct and what the team is personally drawn to. That means a rotating mix of small‑batch works by under‑the‑radar international and local makers, vintage toys, and thoughtfully selected homeware and objects from Japan – all of which you’re unlikely to find anywhere else in the city. Here, Gian shares more about how sometimes, doing things with heart is all that’s needed to win hearts.
Tucked away on the third floor of a shophouse in Joo Chiat, the two‑month‑old Heartware Store & Gallery is a cosy haven for art lovers and curious browsers alike, offering a playful mix of merch and artworks by Singapore and international artists, alongside vintage toys, homeware and quirky finds from Japan. Curatorially, if something doesn’t move the heart, it doesn’t make the cut, says creative directors Gian Jonathan and Astri Nursalim, who co‑curate the space.
HOW DID THE IDEA FOR HEARTWARE STORE & GALLERY COME ABOUT?
“Whenever Astri (Nursalim, his wife and co‑curator for the space) and I travel, we always find ourselves hunting down design shops and flea markets. Over time, that built up a quiet dream in both of us – that one day, we’d open a little shop of our own. Recently, Kinetic (the creative agency the duo work at) had to move offices and this new space came with a catch: We either had to take up two units – one on the second floor, the other on the third – or risk having another tenant move in (it was a three‑storey shophouse, with the ground‑floor unit already leased). That’s when we thought, maybe this is our moment. It felt like a sign to finally create something we had always talked about. (Kinetic Singapore eventually moved into the second‑floor space, with Heartware Store & Gallery occupying that on the third.)”
HOW IS KINETIC SINGAPORE INVOLVED IN THE SPACE?
“Heartware is an extension of Kinetic. It’s mainly Astri and I curating the artists for the gallery and selecting the objects we bring into the shop. We work closely with the rest of the Kinetic team to execute everything – from exhibition design and merchandise to social media marketing and even the tiniest details. For example, for our first exhibition (featuring the works of London‑based illustrator Tess Smith‑Roberts), Pann (Lim – co‑founder of Kinetic Singapore) personally spray‑painted nearly 30 display frames!”
Wooden sculptures by Tess Smith‑Roberts.
HOW DID YOU LAND ON THE NAME “HEARTWARE STORE & GALLERY”, AND HOW DOES IT SHAPE WHAT YOU PICK FOR THE SPACE?
“To us, ‘heartware’ is anything that’s good for the heart – not in the cardio sense, but in a ‘this makes me feel happy/inspired/intrigued’ kind of way. It can be art, objects, trinkets, stickers – anything, really. This emotional pull guides all our curatorial decisions. If it doesn’t move us emotionally, we won’t do it. Simple as that.”
The opening exhibition at Heartware Store & Gallery when it opened in late April was Hello, Singapore – London‑based illustrator Tess Smith‑Roberts’s first show here that featured her signature drawings punctuated with exuberant, fruity characters.
IS THE SPACE A RESPONSE TO A GAP IN SINGAPORE?
“Singapore is beautiful and polished – sometimes too polished. We want to create a space that feels more casual and a little rough around the edges, kind of like visiting a friend’s home: cosy, unintimidating and full of personality. That vibe comes through in both the artists we work with and the things we bring into the shop. We lean towards a more approachable, everyday kind of art, which is not necessarily fine art, but still deeply creative and meaningful.”
WHY OPEN BOTH A GALLERY AND A STORE?
“Because it makes perfect sense to us. Merchandise is a powerful tool for artists to connect with people. If a student visits the gallery and can’t afford an artwork, they can still take home a sticker or postcard by the same artist. We love that accessibility. We want everyone to be able to take something home.”
Curios from Tokyo‑based design studio colle.
MANY OF YOUR PIECES FEEL CHARMINGLY CHILDLIKE. HOW IMPORTANT IS CUTENESS AND PLAYFULNESS AT THE SPACE?
“We’re definitely drawn to things that are cute and playful, often with a hint of nostalgia. The sweet spot where something is visually fun, but also tugs on a memory – that’s where the magic is. We recently brought in some Sailor Moon tiles from a vintage board game that no one really understands how to play … They’re so cute though and people buy them just for display. Life’s serious enough. We all need something light and whimsical to balance it out.”
MORE INDIE DESIGN‑FOCUSED SHOPS, SUCH AS OPEN DOOR STORE AND SHRUB, HAVE OPENED IN RECENT YEARS. WHAT’S YOUR TAKE ON THIS LANDSCAPE HERE AT THE MOMENT?
“We’re personally big fans of Open Door Store and Shrub, both amazing spaces run by people who just want to create something of their own. And we do think things are shifting in a good way. There’s a growing energy around independent retail here – the scene is small but definitely buzzing. You see it during events like the annual Singapore Art Book Fair. It’s packed with artists, designers and makers who are just doing their thing, making their own merch, and experimenting – and people really show up for it. Recently, someone came into Heartware and said, ‘Wah, this place feels like a mini art book fair’, and we were so happy to hear that! That kind of vibe – playful, DIY and community‑driven – feels more visible, and we hope it keeps growing.”
More example of the delightful smorgasbord of treasures at Heartware Store & Gallery: a vintage storybook sourced from Japan.
HOW HAS THE RECEPTION BEEN SO FAR?
“When we first opened, some people would walk in, look around for less than a minute, and leave with this confused ‘what is this shop?’ look. We actually love that reaction! This space sits somewhere between a design shop, a vintage junk store and a flea market. The ambiguity is intentional. A few months on, the reception has been amazing. We’ve had some unexpected moments too. For example, this auntie bought a bunch of our vintage items, including a pair of Japanese children’s chopsticks, and said she used the same ones growing up! We live for those kinds of connections.”
TELL US ABOUT THE ARTISTS WHO’LL BE SHOWING AT THE SPACE.
“Yes! In June, we’re hosting Jumbo Press, a risograph printing and publishing studio based in Barcelona. And in July, we’ll have Maitoparta, an amazing artist from Japan. We’ve actually lined up artists all the way through to early next year, so stay tuned.”
THIS INTERVIEW HAS BEEN EDITED FOR BREVITY AND CLARITY.
This article first appeared in the June 2025 Cuteness Overload Edition of FEMALE