21 Carpenter Makes its Singapore Debut
In the heart of Singapore, where heritage meets contemporary allure, 21 Carpenter stands as a testament to the seamless integration of history and modern hospitality. Opened on December 6, 2023, this boutique hotel is a result of the visionary efforts of award-winning architecture firm WOHA, aiming to preserve the essence of a 1936 remittance house.
From the original Shanghai plaster on its exterior to its strategic location between vibrant Clarke Quay and historically rich Chinatown, 21 Carpenter captivates guests with a unique blend of old-world charm and sustainable local artistry. Eco-friendly initiatives echo through the corridors, most notably in the lobby's repurposed 1930s Chengal wood flooring and the locally crafted tapestry by artist Heman Chong.
As 21 Carpenter and Accela Communications joined forces to launch this distinctive haven, a shared dedication to hospitality excellence and appreciation for Singapore's heritage underpinned the collaboration.
In an exclusive interview, we sat down with 21 Carpenter's Marketing Manager, Ginny Ito, to delve into the captivating journey of launching a hotel that goes beyond mere accommodations, offering guests an unparalleled experience that seamlessly intertwines creativity, sustainability, and Singapore's rich history.
Q. Ginny, 21 Carpenter is now open and available for booking. Taking a step back and seeing the entire guest experience come to life, what type of traveller would you say would be most drawn to the hotel?
Our guests love the hotel’s architecture, thoughtful design, and local cultural elements woven throughout the property. This is more than just a place for our guests to rest their heads for the night. Anyone who appreciates an intellectually enriching experience and, of course, a good night’s sleep will enjoy their stay at 21 Carpenter.
Q. How did your partnership with Accela Communications begin, and in what ways has the team shaped the narrative of 21 Carpenter?
Someone recommended Accela Communications to us, and we were immediately impressed by their proactive, excellent launch ideas and valuable media management advice, following which we formally engaged them for PR support. What won us over was their attention to detail, accommodating service, and overall professionalism.
Strategically, the Accela Communications team filled critical knowledge gaps for us. They understood what would resonate with specific media targets, which helped us refine our brand messaging to align them seamlessly with our objectives. They brought the hotel’s unique story to life, securing coverage in many media outlets, including Tatler Asia, SG Magazine, TimeOut Singapore, and several business travel trade publications.
The narrative has been received positively by the general public and industry stakeholders. As time has gone on, our confidence in Accela has only grown. We completely trust them to prioritise our best interests.
Q. Tell us about 21 Carpenter’s dining experience, ‘Kee’s Neo-Bistro and Bar’, which will open next month. How will this reflect or differ from the local culinary scene?
Headed by the talented Michelin-starred chef Andrew Walsh as Culinary Director, Kee’s will be a dynamic and sociable space for people to meet, drink, eat, and soak in the lively atmosphere. I’m sure many will appreciate the bar’s opening hours are longer than the typical 12-3 pm hours found at the typical bistros in the area.
Like the hotel, Kee’s aims to honour and innovate the neighbourhood's heritage. Andrew has cleverly combined Singaporean cuisine with European-inspired dishes (they are not European-inspired nor fusion, but rather European classics and a tight selection of local classics) while keeping the portions hearty (and delicious!).
Q. Given the hotel's heritage focus, how does 21 Carpenter plan to engage with the local community, and what role will it play in promoting Singapore's tourism sector?
21 Carpenter’s story is richly intertwined with Singapore’s history; we will never lose sight of this. The local community is critical to the hotel’s success, and we’ve prioritised its role since day one. We ensured the neighbourhood’s history was evident within the fabric of our story (and the fabric of our bed throws, furnished by independent Singaporean artist Liu amongst many other local artists). We pride ourselves on the fact that we celebrate the local community throughout the hotel – from the artwork and textiles to the food and beverage offerings and in-room amenities.
We are, however, equally dedicated to exceptional guest service.
The fact that the hotel resonates so well with locals and visitors means it will be an essential contributor to domestic and international tourism.
Do you need an experienced communications partner to support your brand launch? Get in touch to learn how Accela Communications can help: [email protected].
