By Koh Hui Theng

BY NOW, Formula One fans around the world would know that Fernando Alonso zoomed to victory in the world's first night race held in Singapore last night.

What is less well-known, though, is the tale behind the winning trophy.

Designed by local artist Zulkifle Mahmod and manufactured by Malaysian pewter brand Royal Selangor, the coveted prize is sleek and futuristic.

"The piece is definitely different from what we would usually do," Royal Selangor general manager Chen Tien Yue, 30, told my paper.

Comprising 20 stacked panels, the 58cm-tall trophy shines in dramatic silver and black, with a splash of red.

It's proof that Royal Selangor is bold enough to reinvent itself.

Established in 1885, the traditional pewter maker is in the business of creating tourist souvenirs, teapots, mugs and plaques.

But it launched children's gifts and jewellery as part of an ongoing brand revamp since 2005.

Said Mr Chen: "Previously, people thought of pewter as mugs and plaques.We had a lot of return customers but we were worried about where new customers would come from."

A 2003 focus-group research in Kuala Lumpur confirmed the pewter maker's worst fears.

"Yes, people associate us with good quality - Royal Selangor is a brand that you can trust. But many also thought we were conservative, old and safe," said Mr Chen.

So it was time for an overhaul.

New categories - from the Zoom range of children's gifts to the Octane line of office accessories - were launched this year.

Currently, about 100 new items are introduced yearly, almost double the pre-revamp rate.

Collaborations with well-known designers such as Briton NickMunro, Dane Erik Magnussen and Swiss-based design house Zuii, also upped the hip quotient further. Adding to the new look are retail stores that are more open and casual.

They now feature more island units that encourage customers to pick up individual items, instead of admiring them from a distance.

In 2006, the company also introduced packaging that is "almost giftbox- like in quality".

As Mr Chen put it: "Pewter has a new attitude."

Who's your typical customer?

We get a mix of corporate clients, tourists, locals and expatriates. Our customers used to be mainly in their 40s but we're now looking at 30-something homeowners who appreciate the finer things in life.

Young adults and teenagers go for the jewellery.

How are the traditional teapots and plaques doing?

There's still demand for those.

We've given some traditional items like the tankards a contemporary look. For example, the mugs have sloping lines, which are very different from what you would expect.

And they sell well overseas.

How is Royal Selangor perceived in different markets?

We're seen as a premium brand. In Britain, over half of our business comes from children's gifts and drinkware. Asia has a strong gift-giving culture, so homeware and corporate gifts sell well.

And we do special commissions, such as the F1 trophies.

For more my paper stories click here.