Millennium Hotels and Resorts is launching a new hotel brand in Singapore this year, named M Social.
The new brand, aimed at tech savvy contemporary travellers, will be tested in Singapore ahead of a roll out to other markets such as Auckland and Seoul within the next two years, the company said.
The hotel will have 293 standard and loft-style rooms and forms part of the Up@Robertson Quay residences.
"It’s called M Social because it’s focused on getting people together," said Paul James, senior vice-president of global marketing and branding.
The company has commissioned French designer Phillipe Starck to design the interiors.
"If we get this concept right, there will a percentage of Millennium and Copthorne loyalty that will move to M Social but it should also bring a new customer in," James added.
He said the target market is primarily leisure but may also attract a ‘good, strong underlayer of corporate travellers’.
