Onyx announces launch of Shama Hub serviced apartment concept
Bangkok-based Onyx Hospitality Group has introduced Shama Hub, its new serviced apartments and co-living concept combining bustling public areas with studios that feature design solutions for space-efficient floor plates. The project has been developed to meet the demand for short to medium term living solutions in space-efficient venues whilst seeking to appeal to the rising community of informal travellers.
Douglas Martell, President and CEO, Onyx Hospitality Group, comments: “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 concept was developed with creative input from HBA DNA, the new branding division of hospitality design firm Hirsch Bedner Associates. The concept is being unveiled in conjunction with the inaugural Serviced Apartment Summit Asia 2019, where Onyx launched its prototype Shama Hub Bangkok Pratunam studio apartment. This prototype has been developed as a demonstration of the brand’s characteristics along with an interpretation of its location in the Pratunam district of central Bangkok.
The prototype offers a look at how the Shama Hub quad studio has been designed to offer flexibility for different work, play, dine and sleep needs, incorporating a dedicated study alcove, space to entertain and a kitchenette and dining area. The key features of each apartments include the Flex Pantry – a modular mini-kitchen with integrated fridge, microwave, utensils and sink; Flex Sleep, comprising a king sized bed and foldaway wall with two additional beds in select units; the modular seating of the Flex Lounge and the separate shower and WC rooms forming Flex Smart. The 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.
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.
