Raffles Hotel Singapore Renovation Programme
Raffles Singapore is quite simply an icon. Iconic in its legendary role in shaping the definition of luxury in the Far East; iconic in its status as the original property that now represents a group of hotels the world over synonymous with a truly ‘great ‘hotel brand; and iconic in its unique ability to transcend age, ethnicity and culture through creating an environment that allows people to be themselves. And so the planned restoration of the hotel, and areas surrounding it, will attract much attention and curiosity by locals.
Throughout the 18 or so month programme of phased work, a clear communication campaign is required to ‘continue the story’ in spite of closed doors. With storytelling at the heart of the brand, this is an opportunity to build on the brand language as sensitively and respectfully as the restoration itself. Nodding to its past but equally important, its future, any campaign concept must feel relevant and meaningful to existing guests, future guests, and the community of Singapore.
We didn’t like to think of Raffles Singapore as being closed – rather it is an opportunity for its own Grand Tour. Her journey of cultural exploration will take us across Singapore and the world, as Raffles partners with other brands and experiences that share the same essence of emotional luxury. Sending postcards along the way, the narrative of the hotel will be interwoven with the history, culture and people of modern Singapore. So the Raffles story will always continue.