Singapore’s first ‘Sociatel’ brand, COO, introduces a new-generation hospitality experience to locals and travellers alike. Its first property in Tiong Bahru have been developed and designed as a holistical brand experience. The brand synergizes a design hostel and a casual bistro; and introduces a world’s first: COO Connect, a digital interest-matching tool aimed at connecting like-minded hostel guests.

Millennials have changed the travel landscape in a massive way. Travelling is no longer about a passive vacation, but rather a meaningful getaway: where active experience trumps passive consumption. The Millennial recognizes value, craves authenticity, is digitally savvy, and constantly connected. COO is a digital and physical experience that captures this, and its brand DNA is built on 3 key touch points – Glocal, Social, Playful. These apply holistically across the entire COO experience from the design of the spaces, website, menu and graphics, down to the choice of neighbourhood. The playful yet chic design concept of each COO property will be inspired by the spirit and memories of the neighbourhood its located in. For its first property in the culturally rich neighbourhood of Tiong Bahru, “it was imperative that the design of COO pays homage to the strong essence of local heritage of its location. We wanted every part of the experience to be able to tell a story of the neighbourhood we are in, but in a playful way that reflects COO’s DNA,” says Colin Seah, Founder Designer of Ministry of Design.