Room For Two (Or More)天作之合

More ho­tels are ty­ing up with life­style part­ners that not only share their brand val­ues, but can also add value to their brand 越来越多酒店与理念相近的生活品牌合作。无论是从视觉取悦客人的眼睛,激发创意思考,还是讲究身心放松的感官净化仪式,奢华款待业透过跨界合作带来的加乘效应,强化品牌形象,为客人提供源源不断的新鲜体验。

ZbBZ (Singapore) - - CONTENT - TEXT TEO WOAN YEE / 赵琬仪

Step in­side the new The Ware­house Ho­tel in Robert­son Quay and you will find signs ev­ery­where of what it calls “thought­ful col­lab­o­ra­tions” with home-grown brands.

At the front desk, guests are greeted by a re­tail se­lec­tion of retro items cu­rated by fur­ni­ture de­signer Gabriel Tan and Ed­win Low, founder of the Su­per­mama de­sign brand. Named “Ob­jects Of Vice”, the col­lec­tion in­cludes ash trays, a bar jig­ger and even a pair of hand­cuffs, and ac­knowl­edges the un­savoury past of the area, which used to be a red light district ruled by se­cret so­ci­eties.

Lo­cal ce­ramic stu­dio Mud Rock has crafted hand­made mugs for each of the 37 rooms, while tea ate­lier A.muse Pro­jects sup­plies the spe­cial tea of­fer­ings. The lux­ury bou­tique ho­tel, which was de­signed by Sin­ga­pore cre­ative agency Asy­lum, also plans to work with home-grown craft choco­latier Fossa Choco­late to cre­ate sweet treats that em­body the ho­tel’s iden­tity.

Opened in Jan­uary, it is the first ho­tel by The Lo & Be­hold Group, a hos­pi­tal­ity firm started by Wee Teng Wen, a scion of the fam­ily be­hind the United Over­seas Bank.

The Ware­house Ho­tel started life as a godown or ware­house built in 1895 by a ship­ping com­pany called Wee Bin & Co. By cre­at­ing a plat­form to show­case lo­cal cre­atives, Ta­nia Chan, Lo & Be­hold’s di­rec­tor of mar­ket­ing and com­mu­ni­ca­tions, says the ho­tel hopes to keep alive the en­tre­pre­neur­ial spirit that has helped to drive Sin­ga­pore’s suc­cess over the years. It is also think­ing of host­ing a pot­tery stu­dio and tea work­shops to thank cus­tomers for their sup­port, she adds.

Ma­jor play­ers in the hos­pi­tal­ity sec­tor have also been pair­ing up with life­style brands that are not only com­pat­i­ble, but also add ca­chet to their brand­ing. One re­cent ex­am­ple is the Pi­aget Rose Suite pack­age at the Man­darin Ori­en­tal Sin­ga­pore, which is avail­able

un­til Oct 31. The tie-up with Swiss lux­ury watch­maker and jew­eller Pi­aget prom­ises an ex­trav­a­gant ex­pe­ri­ence, with posh gifts such as a Pi­aget Rose 18K pink gold pen­dant with a bril­liant-cut di­a­mond await­ing guests. They can also ex­pect spe­cial perks such as a bot­tle of Ruinart Rose Cham­pagne and a spa treat­ment in the com­fort of their suite.

The ho­tel, along with its spa, has been rated five stars by Forbes mag­a­zine for six years in a row. Usha Brock­mann, the ho­tel’s di­rec­tor of com­mu­ni­ca­tions, says it has man­aged to stay at the top of the game by part­ner­ing world-renowned brands that share its pur­suit of ex­cel­lence.

Next up, the ho­tel will work with Aro­mather­apy As­so­ci­ates of Lon­don to launch an af­ter­noon tea ex­pe­ri­ence, of­fer­ing five new items at its Axis Bar and Lounge from next month. Light snacks created by the ho­tel's award-win­ning pas­try chef will be served with Aro­mather­apy As­so­ci­ates’ range of stress-bust­ing teas made with laven­der, rose­mary and gin­ger.

Other top ho­tels have also joined hands with pre­mium beauty brands to cre­ate pam­per­ing spa ex­pe­ri­ences for their guests.

The spa at Ritz-Carl­ton, Mil­lenia Sin­ga­pore, for in­stance, is the first La Mer ho­tel part­ner spa in Asia-Pa­cific. Re­nato De Oliveira, Ritz-Carl­ton, Mil­lenia Sin­ga­pore ho­tel man­ager says both par­ties in­vested much time and resources to train the spa ther­a­pists in us­ing the lux­ury skin­care brand’s sig­na­ture prod­ucts for treat­ments.

In line with the brand val­ues of La Mer, which mines in­spi­ra­tion from the sea and is com­mit­ted to sav­ing the ocean, the spa’s in­te­rior de­sign fea­tures a ma­rine theme. Here, guests can also re­lax to the sooth­ing sounds of trick­ling wa­ter and en­joy a sea­weed-in­spired bev­er­age and canapes.

Mean­while, French skin­care brand L’Oc­c­i­tane en Provence has set up its first spa here at the Four Sea­sons Ho­tel Sin­ga­pore.

Irene Goh, the L’Oc­c­i­tane group’s South-east Asia gen­eral man­ager, says the part­ners faced chal­lenges such as a lan­guage bar­rier and time-zone dif­fer­ences dur­ing the plan­ning stage. Teams in Sin­ga­pore, France and Hong Kong, where the re­gional of­fice is, had to tog­gle be­tween English and French in their dis­cus­sions.

“How ev­ery­one en­sures that crit­i­cal in­for­ma­tion is re­tained over the process of trans­la­tion is very im­por­tant,” she says. “To help our lo­cal spa ther­a­pists mas­ter the nec­es­sary prod­uct knowl­edge, our in­ter­na­tional train­ing man­ager ar­rived in Sin­ga­pore months be­fore the spa’s open­ing.”

To round off the pam­per­ing ex­pe­ri­ence, the ho­tel also in­vited in­vited Miche­lin-starred chef Jerome Roy of Les Cou­vent Des Min­imes Ho­tel and Spa L’Oc­c­i­tane in France to cre­ate a three-course lunch us­ing in­gre­di­ents from Provence. The well­ness pack­age, com­plete with lunch, is avail­able un­til the end of this month.

The Four Sea­sons Spa & L’Oc­c­i­tane here is also the only one in the world to of­fer treat­ments us­ing ex­clu­sive prod­ucts made with Sin­ga­pore’s na­tional flower, the orchid.

“The part­ners faced chal­lenges such as a lan­guage bar­rier and time-zone dif­fer­ences dur­ing the plan­ning stage. ” — Irene Goh, L’Oc­c­i­tane group’s South­east Asia gen­eral man­ager

走进新开的The Ware­house 酒店,仿佛进行一场本地老建筑与现代创意结合的文化巡礼。酒店的服务台展示了本地家具设计师陈思进及Su­per­ma­ma精品店创办人刘志雄策展的零售装置,从打火机、烟灰缸、水瓶等如今难得一见的怀旧小装饰,重现20世纪初期南洋华商大老板们的品味生活。

酒店迷你酒吧使用的手工陶瓷杯出自本地Mud Rock­陶瓷创作人的手笔;酒吧供应的茶饮是本地新派茶品牌A.muse Pro­ject­s特别为酒店调配的。下来酒店还计划和本地精品巧克力品牌Fossa Cho­co­late合作,推出代表酒店风味的精品巧克力。

这栋建筑前生是1895年建造的老货仓,属于当时的黄敏船务公司的华商林和坂的产业。月换星移,现在它由大华银行黄氏家族第四代黄鼎文创办的餐饮集团The Lo & Be­hold经营,成为集团旗下首家酒店。The Lo & Be­hold行销总监曾玉晶表示,酒店经营团队希望继承先辈华商的企业家精神,把酒店精心打造成为本地创意人才的展示平台。

品牌合作受欢迎激发酒店提升合作计划。曾玉晶说,酒店正考虑主办陶艺工作室、调茶分享会,回馈顾客的热情支持。

如果说新晋的款待业者以破格的创意扩大合作版图,国际知名的款待业者寻求合作对象时更重视彼此加分的效应。这么一来,门当户对无疑是先决条件。在这个前提下,双方合作制造令顾客难忘的终极体验,马上成为城中佳话。

这方面的例子包括文华东方酒店和高档钟表珠宝伯爵合作的玫瑰套房配套;新加坡四季酒店和来自普罗旺斯的L’Oc­c­i­tane合作的水疗中心;丽思卡尔顿美年酒店与国际顶尖护肤品牌La Mer合作的水疗服务。

丽思卡尔顿美年酒店经理Re­nato De Oliveira表示,酒店与La Mer经过了很长时间的细致讨论才达成合作共识。双方也为培训水疗师投入了许多时间和资源。这一切的努力都是为了确保达到双方都满意的合作成果。

这项亚太区首创项目,不仅脸部及身体护理全使用La Mer的招牌美容品,水疗中心的环境设计也以La Mer所代表的海洋世界为主题,让顾客在流水潺潺的幽静护理间放轻松。La Mer旗下能焕发肌肤光彩的Mir­a­cle Broth护肤服务只能在这里享用。

L’Oc­c­i­tane集团东南亚总经理吴爱玲表示,国际品牌合作的挑战在于跨时差、跨语言。她说: “挑战在于策划阶段,新加坡、香港(区域公司)及 法国的团队须克服时差进行交流,在英语与法语的翻译之间进行讨论。大家如何确保翻译过程保留重要的信息非常重要。为了让本地水疗师掌握产品知识,我们的国际培训经理在水疗中心开业前数月便抵达新加坡进行培训工作。”

除了水疗中心服务,四季酒店和L’Oc­c­i­tane还合作邀请来自法国的Les Cou­vent Des Min­imes酒店及 Spa L’Oc­c­i­tane的米其林大厨Jerome Roy精心设计几道使用普罗旺斯食材的滋润美食。由于顾客反应热烈,这项结合L’Oc­c­i­tane美容与护肤服务,以及由Jerome Roy设计的三道菜午餐配套从6月延长至9月底。

无论顾客只有一小时或是一天时间忙里偷闲,两大品牌深信量身订做、原创独特的体验,能让顾客忘却烦忧,沉浸在法国南部的甜美阳光与空气的愉悦中。新加坡四季酒店公共关系与市场营销传播总监Rachel Kel­ly说,水疗中心提供的按摩和磨砂美肤服务采用了新加坡国花胡姬花为材料,这是新加坡独有的。

文华东方酒店与伯爵的合作则透过精致珠宝与奢华酒店体验双结合,重新演绎终极的享乐经验。酒店的伯爵玫瑰套房配套仅供应至10月底。选订这个配套的客人可获伯爵玫瑰18K金吊坠,入住滨海套房,一边品尝酒店赠送的Ruinart Rose 香槟,一边欣赏夺目的滨海风景线。酒店及其水疗中心连续六年获得福布斯杂志五星级评选。伯爵玫瑰套房住客能享受到资深按摩师的手艺,以及玫瑰精油泡浴。

酒店传讯总监Usha Brock­man­n表示,与同样精益求精的世界知名奢华品牌合作能满足顾客对于酒店的期望,使酒店保持顶尖之列。酒店下来还会和伦敦Aro­mather­apy As­so­ci­ates合作,在10月于Axis Bar and Lounge推出五道茶点的香氛下午茶体验,由酒店的得奖糕点师傅炮制美味轻食,配搭减压茶品系列,让薰衣草、迷迭香和姜的香味解忧消愁。

The Ware­house Ho­tel cre­ates a plat­form to show case lo­cal cre­ative tal­ents. (Photo: The Ware­house Ho­tel)

The Four Sea­sons Spa & L’Oc­c­i­tane of­fers treat­ments us­ing ex­clu­sive prod­ucts made with Sin­ga­pore’s na­tional flower, the orchid.

Lo­cal ce­ramic stu­dio Mud Rock has crafted hand­made mugs for The Ware­house Ho­tel’s guests. (Photo: The Ware­house Ho­tel)

L’Oc­c­i­tane en Provence has set up its first spa here at the Four Sea­sons Ho­tel Sin­ga­pore.

伯爵玫瑰18K金吊坠。(Photo: Man­darin Ori­en­tal Sin­ga­pore)

文华东方酒店和高档钟表珠宝设计伯爵合作的玫瑰套房配套,为客人提供拥有怡人景观的滨海套房。(Photo: Man­darin Ori­en­tal Sin­ga­pore)

丽思卡尔顿美年酒店与La Mer合作的水疗中心。(Photo: Ritz-Carl­ton,Mil­lenia Sin­ga­pore)

La Mer的Mir­a­cle Broth护肤服务只在丽思卡尔顿美年酒店推出。(Photo: Ritz-Carl­ton, Mil­lenia Sin­ga­pore)

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