There’s no doubt that Singapore is a hotbed for innovation, fueled by visionaries and forward-thinking entrepreneurs who are always one step ahead of the game. This month, we spoke to a handful of individuals who identified market gaps ripe for enhancement – from how we enjoy coffee to the current state of F&B retail – and took it upon themselves to transform something good into something even better. The result: Brands that inspire and excite, proudly bearing the “Made in Singapore” distinction.
What were your earliest memories of the Amara brand and hotels? From a young age, did you know that you’d play a role in managing them or was it something that came much later?
Having grown up with Amara Singapore since its opening, I have a treasure trove of memories of Amara as I was coming of age. During the weekends, I would follow my father to construction sites, including the one that would become Amara Singapore. After the hotel opened, many weekends were spent at the hotel, chatting with and shadowing our associates – some of whom are still working with us today.
Back then, I did not think about whether I would end up joining the business. With that being said, the weekends I spent at construction sites and the hotel with my father definitely built the foundation for my values and aspirations.
I eventually decided to join Amara Holdings after more than a decade in banking. I have a deep sense of connection with the company and the brand, and I wanted to play a role in building the business using the skills and perspectives that I had gained from my career.
Since taking on the role of Chief Operating Officer, how have you shaken things up? How do you approach a leadership role that satisfies both tradition and modernity?
Joining a company that is steeped in tradition and history presented me with the opportunity to contribute to the business by focusing on innovation and agility, both of which are key ingredients in today’s volatile business environment.
In recent years, I have focused much of my energy on spearheading the design and brand refresh for the transformation of Amara Singapore. This experience is a good example of striking a balance between tradition and innovation. It wasn’t just about upgrading the hotel’s design for the sake of it. Rather, we delved into the plans of the original hotel from the 1980s and spoke with the original architect to discuss his vision of Tanjong Pagar back then, and weaved that into our story of Amara Singapore today.
We have thus collaborated with Studio HBA to meticulously craft and reimagine the spaces at Amara Singapore while having a firm grasp on its history and original vision. Similarly, with Amara Sanctuary’s redesign, we wanted to honor the property’s past as a military barracks and chose to work with FARM to do justice to the history of the space.
(Related: Singapore's New Guard - Leon Foo, MORNING)
What, in your opinion, are the hallmarks of Singaporean hospitality? How does it stand out and what needs to be improved further? How do you intend to translate that at Amara Singapore and Amara Sanctuary Sentosa?
For the longest time, Singapore hospitality was known for efficiency and reliability. These days, we are seeing more local hospitality brands – including hotels – making strides in creating unique experiences that immerse guests in Singapore culture and heritage. To make this a success, I firmly believe in leaning into our community to develop a brand that remains continuously relevant. For instance, recognizing an increased interest in padel, we have transformed our tennis courts at Amara Sanctuary Sentosa into a padel club – and a center for the growing padel community – in collaboration with Ricochet Padel.
Since our inception, Amara Singapore has been the heart of Tanjong Pagar. I feel it is Amara Singapore’s responsibility to connect guests with the neighborhood. We are continuously seeking opportunities to incorporate a slice of Tanjong Pagar into our amenities and experiences. Recently, we launched a unique journey where former secret society members lead Amara’s guests on walking tours to uncover the hidden alleys of Chinatown, sharing untold stories of opium dens and gang fights.
What are you most excited about when it comes to the relaunch of the two Amara properties in Singapore? How do you intend to attract a new generation of guests, especially now that there are plentiful hotel options in Singapore?
I’m excited to see how guests respond to the redesign of Amara Singapore and Amara Sanctuary Sentosa, our flagship city and resort properties, which may serve as a blueprint for our portfolio of hotels.
We are excited to unveil a more vibrant, social setting that encourages hotel guests, passers-by, and residents in the community to mix and mingle. Our direction for the rooms is to accommodate a blend of work and play, given the rise of 'bleisure' travel. With this in mind, we have re-envisioned Amara Singapore to be the vibrant social epicenter of the neighborhood, resonating with the city's dynamic energy.
One thing that we are confident will attract a new generation of guests is our upcoming collaborations with partners who are at the forefront of what they do. Currently, we are collaborating with No.14 World’s 50 Best Bars Jigger & Pony and leading vino distributor Grand Vin; both of whom are specialists in their craft and can weave compelling narratives into Amara's offerings. We are confident that guests will enjoy the holistic experiences we have curated for them, ensuring that every aspect of their stay exceeds expectations and leaves a lasting impression.
What advice do you have for young professional/entrepreneurial hopefuls in Singapore, particularly those who are feeling lost and stuck?
We live in an increasingly turbulent world – business cycles are short, volatility is the norm, and disruptions are plenty – which is a challenging backdrop for young entrepreneurs trying to make a difference in the world. My humble advice is to take these moments of doubt and frustration as opportunities for reflection and growth. Leadership is always a work-in- progress, and in time, we can always find the silver lining in every challenge.
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The refurbished lobby area of Amara Sanctuary Sentosa
Interiors of Cafe Oriental at Amara Singapore
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