Amara Hotels & Resorts to embark on brand redesign

Image: Amara Sanctuary Sentosa Lobby
Amara Hotels & Resorts has announced plans for a comprehensive brand redesign for its two flagship Singapore properties, Amara Singapore and Amara Sanctuary Sentosa.

The reimagination of these properties responds to the evolving preferences of today’s traveller. The properties will unveil their new design mid-2024, with new brand experiences to follow.

Brand transformation

Through its brand redesign, Amara Hotels & Resorts aims to provide guests with meaningful connections and memorable experiences in tailored spaces.

“We are thrilled to embark on this new chapter for Amara Singapore and Amara Sanctuary Sentosa,” said Dawn Teo, Senior Vice President of Amara Hotels & Resorts. “This transformative journey marks a pivotal milestone for Amara Hotels & Resorts.”

“Our redesigned spaces are meticulously crafted to resonate with the desires of today’s travellers, offering a unique blend of sophistication, warmth, and joie de vivre that elevates our unparalleled hospitality experiences.”

“We are privileged to collaborate with some of the industry’s most creative minds, crafting dynamic and thoughtfully considered spaces that provide both relaxation and invigorating experiences for our guests.”

Experiential new stays

The landmark Amara Singapore in Tanjong Pagar has been reenvisioned in collaboration with Studio HBA. On completion in September 2024, the property will become a new social hub for the neighbourhood, with a new Lobby Bar, reimagined Cafe Oriental, and an enhancement of all 389 guest rooms.

The beachside Amara Sanctuary Sentosa will benefit from a revitalisation of all its suites and villas, as well as shared areas, with completion expected for mid 2024.

Amara is working in partnership with the architecture atelier FARM to reimagine this tranquil sanctuary on Sentosa, with plans to foster a dialogue between guests and nature.

Following the unveiling of these two properties’ new design concepts towards the middle of the year, a series of new brand experiences will also be launched by the end of 2024.