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Beyond the Showroom with Logan Lim, Founder of Forest Furniture Malaysia

October 6, 2026

For our first ever cover story, we sit down with Logan Lim to explore the art of good judgement, from choosing furniture to creating spaces that feel right to live in.

Words: Aqilah Najwa Jamaluddin

A well considered room is rarely the result of furniture simply being placed in it. The way pieces are chosen, combined and given space to breathe can reveal a great deal about how someone understands their home. Good judgement, in this sense, is less about following a particular style than knowing what works, what does not, and when to leave something out.

this is a perspective shaped by more than two decades in the furniture industry. Today, Logan oversees a portfolio of international names including Visionnaire, Bonaldo, Gamma and Magis, alongside Roche Bobois, which opened its first Kuala Lumpur showroom at Forest Furniture’s Bangsar premises in 2024.

His experience, however, extends beyond knowing the names and histories behind these brands. After years spent working closely with furniture, Logan has developed an instinct for how a piece should sit within a room, how proportion can change its feel, and why some spaces come together almost effortlessly while others do not.

We speak to Logan about how Malaysian homes are changing, the details most people overlook, and what it takes to make a space feel considered.

You’ve been in this industry for 20 years. Looking back, what would you say is your biggest achievement in your career?

I think my biggest achievement is not defined by any single sale, product, or business decision. Rather, it is the experience and perspective I have gained over the years, and the confidence to stand behind every decision I have made throughout my career. Each decision, whether successful or challenging, has shaped my understanding of the industry, strengthened my judgement, and ultimately contributed to the person I am today.

Is there anything throughout your career that made you go, “I know I shouldn’t have done that”?

I appreciate every decision I’ve made throughout my career because each one has given me an opportunity to learn and grow. Of course, some decisions led to immediate success, while others brought challenges and valuable lessons. Those experiences have strengthened my judgement, sharpened my perspective, and taught me to approach decisions with greater clarity and maturity.

So, rather than looking back and saying, “I shouldn’t have done that,” I choose to see those moments as part of the journey. They have all contributed to shaping the person and leader I am today.

 

"Each decision, whether successful or challenging,
has shaped my understanding of the industry"

 

Naturally, throughout his career, Logan has witnessed a clear shift in what Malaysian homeowners seek from their living spaces. He sees the change less as a move towards any one particular style, and more as homeowners gaining the confidence to experiment, explore and develop their own preferences.

That openness is perhaps reflective of a broader shift in how Malaysians encounter design today. With greater exposure to different cultures, architecture and ways of living, the home has become a space for more personal expression.

How have you seen Malaysian homeowners’ taste shifted over the years?

I think Malaysian homeowners today have become much more open-minded and adventurous when it comes to design. The acceptance of different design styles, colours, shapes, and design languages is far broader than it was in the past.

There is also a growing desire to move away from what I would call the “muted” or conventional approach to interiors. At the same time, Malaysians today are much more well-travelled, with greater exposure to different cultures, lifestyles, architecture, and design around the world. Travel has naturally broadened their perspective and influenced the way they think about their own homes.

What’s something in a beautifully designed room that most people rarely notice, but you always do?

For me, it’s the composition—the relationship between every element in the room and how they work together as a whole. I pay close attention to proportion, scale, and balance: the size of the rug in relation to the sofa, the spacing between pieces of furniture, and even the amount of visual space around each element.

Good furniture should complement one another rather than compete for attention. When the proportions are right and everything is thoughtfully arranged, the room feels naturally balanced and harmonious. It may not always be something people consciously notice, but you can certainly feel it when a space is well composed.

"Malaysian homeowners today have become much more open-minded and adventurous when it comes to design. The acceptance of different design styles,
colours, shapes, and design languages is far broader than it was in the past."

 
Where do you usually go when you need to rest your eyes or get inspired again?

I find inspiration by stepping outside my usual environment. One of the things I enjoy most is visiting fellow dealers and industry peers in neighbouring countries. It gives me the opportunity to exchange ideas, see how others approach the business, and learn from their operations and experiences.

Inspiration doesn’t always come from design itself. Sometimes, it comes from observing how other people think, operate, solve problems, and build their businesses. These exchanges give me a fresh perspective, and I often return with new ideas that I can adapt and apply to our own business.

At its core, Logan’s approach remains practical. A room might appear perfect in a picture, but it still needs to work in real life: when the light shifts, when you touch the materials, and when people actually use the space. The same is true of furniture. What matters is not simply how it looks when it arrives, but how naturally it fits within a room and how well it stands the test of time.

With more than twenty years of experience in the furniture industry, Logan has developed an eye for what lies beyond the surface. For him, good design comes down to judgement: understanding what belongs in a space, what does not, and when to step back and let the room speak for itself.

 

RAPID FIRE QUESTIONS WITH LOGAN LIM:

 

Are clients always right? 

The focus should always be on the customer and their overall experience. We place great emphasis not only on customer satisfaction, but also on ensuring that every interaction with us is thoughtful, professional, and well-serviced.

Is European design always more expensive? 

Not necessarily. The value of a product should be measured by its quality, craftsmanship, and longevity rather than simply by its price or where it comes from.

A small space can’t be luxurious? 

I disagree. A luxurious interior is never defined by the size of the space, but by how thoughtfully the space is designed and curated. Even a smaller home can feel highly sophisticated and luxurious when there is a strong understanding of proportion, materiality, lighting, and details. 

 

"Good furniture should complement one another rather than compete for attention. When the proportions are right and everything is thoughtfully arranged, the room feels naturally balanced and harmonious."

White walls are the safest choice? 

I would agree that white walls are one of the safest choices, particularly because white creates a sense of openness and makes a space feel more spacious and light. There is also a timeless quality to it, which allows other elements, such as furniture, artwork, textures, and colours to take centre stage. As the saying goes, “less is more.” That said, I don’t believe there is one universal answer in design. Ultimately, it comes down to the individual’s personality, lifestyle, and preference.

If it looks good in a photo, it’ll look good in real life? 

I would be cautious about saying that. What looks beautiful in a photograph or a 3D rendering does not always translate exactly the same way in real life. Today, design software allows us to experiment extensively with colours, tones, lighting, and finishes, but these can appear quite different when experienced in an actual space.

Does more lighting always make a room feel bigger?

More lighting does not automatically make a room feel bigger or better. Lighting should be thoughtfully layered to create the right mood, ambience, and sense of depth within a space. For me, good lighting is about balance. Combining functional lighting with softer, atmospheric lighting to complement the design and the way the space is intended to be used. 

Is minimalism easier to design than maximalism? 

Minimalism may appear simpler on the surface, but designing a successful minimalist space actually requires a great deal of precision!


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