ONYX Hospitality Group takes a playful and efficient approach to serviced apartments with Shama Hub
First hotels signed in Haikou and Changchun in China
Bangkok, 21 February 2019 – Bangkok-based ONYX Hospitality Group is introducing its all-new serviced apartments and co-living concept, Shama Hub, which combines high-energy public areas with apartments that feature innovative design solutions for space-efficient floor plates.
Featuring contemporary design inspired by each unique locality, Shama Hub has been developed to meet the need for innovative design and short to medium term living solutions on a space-efficient floor plate, whilst appealing to a rising community of travellers termed as the ‘informal generation’.
This target guest comprises a wide age group from solos to socials looking for a design-forward, functional and value-driven experience, and covers both short and medium stay segments that include corporate travellers, silver nomads, tech tripsters, friends and families travelling for leisure.
Douglas Martell, President & CEO, ONYX Hospitality Group, said: “Our Shama brand has always been known for its ‘no boundaries’ lifestyle programme aimed at fast tracking the social lives of our medium to longer term guests. With Shama Hub, we are combining the foundational proposition of Shama with smart engineering, playful design and a witty mindset, targeting a newer segment of travellers: the ‘informal generation’. These travellers are not defined by age, but by their quest for innovative and uplifting living spaces that align with their personal style and creativity.”
The Shama Hub brand concept was developed by ONYX Hospitality Group with creative input from HBA DNA, a branding division of leading international hospitality design firm Hirsch Bedner Associates. The concept is being unveiled in conjunction with the inaugural Serviced Apartment Summit Asia 2019, where ONYX Hospitality Group launched its prototype ‘Shama Hub Bangkok Pratunam’ studio apartment. This prototype has been developed with the support of Bangkok-based ASC Interior as a demonstration of the brand’s flexible characteristics along with a playful interpretation of its location in the Pratunam district of central Bangkok.
The prototype room offers a first-hand experience of how the Shama Hub quad studio has been cleverly designed to offer flexibility for different work, play, dine and sleep needs. This studio apartment easily flexes to comfortably sleep up to four people incorporating a dedicated study alcove, space to entertain and a kitchenette and dining area.
… and dining and workout mode (below) with the moveable wardrobe in home position.
The key features of Shama Hub studio apartments include:
● Flex Pantry – Modular mini-kitchen with integrated fridge, microwave, utensils and sink
● Flex Sleep – King sized bed complemented by a foldaway wall with two additional beds in select units, accommodating up to four adults in a quad studio configuration
● Flex Lounge – Modular seating which can be easily arranged to facilitate various functions
● Flex Smart – Separate shower and WC rooms with dedicated vanity space in select units, so up to three people can get ready concurrently.
The flex studios are complemented by The Hub, a social lobby that integrates check-in and check-out, cafe, bar, grab-and-go counter, co-working and informal meetings space, offering a lively spot where both locals and travellers congregate.
Celebrating the unique stories of each neighbourhood, Shama Hub reflects the charisma and charm of the locality. Combining flexible space solutions with the use of distinctive local materials, finishes and iconic design features, Shama Hub immerses guests in the energy of their surroundings.
Development deals for the first Shama Hub properties have been signed in Haikou and Changchun in China. Negotiations with various other parties are in progress, and ONYX Hospitality Group is poised to make additional management signing announcements for Shama Hub across the Asia-Pacific region in the coming months.