These articles below can also be found in the June 2009 issue of Serviced Apartment Guide:
Forget the beige-and-bland interiors that initially dominated the serviced-apartment sector – the industry is now focused on high-end design
Amid ierce and increased competition, the serviced-apartment industry has entered a new era, one dominated by the need for uber-chic design. Today, operators that lack lair in the design of their properties risk being shunned by seasoned clients who ask a lot from their home away from home. Would-be residents are on the look out for high-design accommodation with a unique sense of style, and Hong Kong operators have cottoned on to this trend fast.
“The Putman would be a great example to show what really works in terms of design excellence. The apartments, created by famous French designer, Andrée Putman, made the project itself so well known that it successfully drew the attention of its clients,” says Sdever Li, associate director (projects), residential leasing, Savills Hong Kong. Launched in May 2007, it took the Putman just ive months to attain a 100 percent occupancy rate, with a waiting list. Additionally, the monthly rental was as high as HK$68,000 for upper loor units, reaching an optimum rental level in Central at the time.
Of course it’s not just Madame Putman (known for her opulent monochromatic interiors) who has a presence in Hong Kong; numerous local operators have worked with international designers in their bid to set their properties apart. While Parisian designer Dillon Garris oversees the interiors at CHI Residences, JIA boutique hotel, designed by the one-and-only Philippe Starck also deserves a special mention. While not strictly a serviced-apartment property, JIA offers monthly rates and the Starck-styled suites, along with the services and facilities on offer, put it on a par with the very best serviced providers.
Locally of course, serviced-apartment operators are also hiring the crème de la crème of the Hong Kong design world in order to come up with an appealing signature style. Ultimately, everyone wants their property to win Best in Design at the annual Hong Kong Designers Association (HKDA) awards.
It’s clear that offering a superior accommodation solution to long-stay guests takes more than just attention to facilities, services and even comfort. Serviced apartments tend to be patronised by the younger, or at least hipper, executive and the accommodation provided must at the very least match up to what he or she is used to at home. It goes without saying that apartments need to be spacious and light illed, but decor highlights like automated skylights, walk-in closets, concealed light sources, sunken tubs and original artwork may also be required.
In coming up with ultra-slick interiors for the sophisticated urban professional, serviced-apartment designers are ensuring that a fashion-forward decor is enhanced by thoughtful in-room provisioning. So-called personal touches might include Simmons mattresses and Frette bed linen, Le Creuset cookware and Nespresso coffee makers, Kiehl toiletries and yoga mats. Importantly not just any surround-sound system will do, it needs to be by Bang and Olufsen or at the very least, Bose.
It seems that serviced-apartment operators are increasing using the design style of their properties as a selling point. Popular designs embrace fusion (the latest take on East-meets-West) and are presented in the form of either a city-slick loft or spa-inspired urban retreat. With a themed service apartment, guests know what they can expect – and if extras like 10-foot ceilings, podium gardens or heated rooftop pools are thrown in, so much the better.
The green revolution has also hit the serviced-apartment sector with eco-operators hoping to appeal to potential residents’ consciences as well as their sense of style. A property, like Home2Home, designed with nature in mind, might feature engineered bamboo looring, tumbled marble mosaics (recycled from marble waste and off cuts), ultra-low energy LED lighting systems and perhaps even a green (planted) roof.
In Hong Kong and internationally, hot serviced-apartment properties come in all shapes and sizes. Ultimately, dreaming up the right design style and attracting clients with more than just a fad or gimmick is the secret to long-term success and survival in this industry.
Reliance on style
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