Thailand: Onyx Hospitality Group has launched its Shama Hub brand, a serviced apartments and co-living concept for the ‘informal generation’.
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 expects to make additional management signing announcements for Shama Hub across Asia-Pacific in the coming months.
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.
The prototype room offers a first-hand experience of how the ShamaHub quad studio has been designed to offer flexibility for different work, play, dine and sleep needs. This studio apartment sleeps up to four people, incorporating a dedicated study alcove, space to entertain and a kitchenette and dining area.
Key features of Shama Hub studio apartments include:
• a modular mini-kitchen with fridge, microwave, utensils and sink
• 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
• modular seating which can be easily arranged to facilitate various functions
• 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 spot where both locals and travellers congregate.
Onyx developed Shama Hub, with creative input from HBA DNA, to meet the need for innovative design and short to medium term living solutions on a space-efficient floor plate, while appealing to a rising community of travellers in what Onyx terms the ‘informal generation’.
Douglas Martell, president and CEO of 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 company says target guests come from “a wide age group from solos to socials looking for a design-forward, functional and value-driven experience, according to Onyx. The brand will be geared towards both short- and medium stay- segments including corporate travellers, silver nomads, tech tripsters, friends and families travelling for leisure”.
