Branding Singapore’s coolest destination
Singapore’s first – and Asia’s second – HIP hotel needed to get onto the public’s radar. Flamboyantly postmodernist inside and out, it needed a brand as extraordinary as itself. We wanted it to transcend both the staid “temporary roof at a destination” image of chained hotels and the majestic stuffiness of grand hotels. To us, it should be the destination itself, and we created its brand personality as an “art hotel” accordingly. To further play up its uniqueness, we crafted the entire brand image and identity around its artistic individualism – while carefully ensuring that the brand would be able to resonate with travellers from all over the globe.

Distinctively positioning the hotel as as art-centric abode, Ukulele worked passionately with the owners and renowned architect, Tang Guan Bee. Our task included the complete works of discovery and audit, strategic insights and positioning, as well as all creative manifestations.

The Gallery Hotel has been listed in The Phaidon Atlas of Contemporary Architecture, and also featured in Ypma’s HIP Hotels 2001.

Brandscope   │ • Brand Analytics • Brand Positioning Strategy • Brand Identity Development • Corporate & Marketing Communications • Rooms, MICE, and F&B revitalisation • Brand Systematisation • Culturalisation