The Amoy is the latest boutique addition to Far East Hospitality, the largest hotels and serviced residences operator in Singapore. Centrally located within Far East Square, a heritage conservation project in the heart of the Central Business District with a vibrant mix of eateries and retail shops, the exclusive 37-room hotel will bring visitors back to an era that is both historically and culturally rich and diverse. Our challenge was to establish a strategy that will build and communicate the value and benefits of The Amoy boutique hotel brand. The name ‘Amoy’ is an English transliteration of the Zhengzhou pronunciation of the words Xiamen. Amoy Street became defined by the overwhelming number of Zhengzhou (Amoy) people who left China to settle in Singapore.
The Amoy Hotel reflects the essence of those trading days; applied in a hospitality context, it emerges as a unique concept inspired by the early Chinese immigrants. The Coolies, Towkays and Swaylos, a window to the past. The brand positions itself as an unrivalled hospitality experience, where guests can appreciate the rich tapestry of the past, while located in an intimate and comfortable setting reflecting the nostalgic roots of Singapore.