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THERE have been times when prestigious brands known for offeringmarket-leading luxury have joined forces to come up with unique offerings. However, it is very rare for a car manufacturer and a serviced apartment provider to do so. But that is exactly what happened when Mercedes-Benz and Frasers Hospitality linked up. The two high-end companies share many of the same brand values and have overlapping customer bases.
While the partnership makes sense, the results are surprisingly good. The end product is Mercedes-Benz Living @ Fraser, a new design concept that has been introduced at Capri by Fraser apartments in Changi City, Singapore.
I was given a sneak preview of the nine apartments that have been given the Mercedes-Benz Living @ Fraser touch in the 313-room complex. All the apartments come with large private terraces and have been developed around the urban-inspired and high-tech concept of the Capri by Fraser hotel residence brand. But, of course, they also feature many designs inspired by Mercedes-Benz cars, such as sleek and shiny finishes, clean lines and sweeping curves.
A key design element is the signature S-Class grey-silver leather. This is featured prominently in the elegant sofa in the living area, the headboard above the bed, the integrated bench as well as the indulgent Shrimp-Chair in the apartments. The lighting above the bed echoes the headlamps of signature Mercedes-Benz cars, with a custom-designed chandelier made of Swarovski crystals that can be found in the headlights of the Mercedes-Benz S-Class coupé.
Choe Peng Sum, CEO of Frasers Hospitality, a division of Frasers Centrepoint, says: “Mercedes-Benz approached us with the idea as they have their own innovations team. We felt it was a really good fit for both brands. They purposely didn’t want to partner a hotel chain but rather, serviced apartments, where guests can discover and enjoy both brands in a completely new context.’’
Guests can also enjoy a brilliant acoustic experience with the Burmester Sound System. Another highlight is what the brands call the “Black Magic Wall” which, ironically, can be abbreviated to BMW, Mercedes-Benz’s main rival. This dramatic-looking wall has an integrated smart TV showcasing the technical know-how of Mercedes-Benz and is also reflective of the high-tech lifestyle of e-generation travellers. Topping off the distinctive designs across the apartments is the perfume atomiser, which creates feel-good atmosphere with its subtle fragrances.
One of my favourite features is the Spin & Play. On each floor of the Capri residences, there is a laundry room where guests can wash their clothes. These are serviced apartments, remember? This area usually has some fun element to occupy your time while you wait for your clothes to wash, such as a ping pong table or table football game. In the Mercedes-Benz Living @ Fraser suites, there is a very cool and high-tech Mercedes-Benz AMG car simulator. Step inside and it feels just as good as driving the real thing. Well, almost.
The partnership is not just about branded apartments though; it is more of a lifestyle experience. For example, guests get picked up from the airport in a chauffeur-driven Mercedes-Benz S- or E-Class, as well as exclusive use of Mercedes-Benz Trek bicycles to explore Singapore’s East Coast.
Guests also enjoy a personal meet-and-greet on arrival, fast track iPad check-ins, and a welcome hamper with a selection of wines and premium organically grown nuts. The sensory approach of the Mercedes-Benz experience is further extended with an exclusive wine-paired degustation menu for in-room dining that comes complete with a special introduction by the resident chef.
The location of the apartments is ideal for business travellers, although having seen them first-hand, I think they would also appeal to staycationers as well as Mercedes-Benz aficionados.
Capri by Fraser is located in Changi Business Park, close to Singapore Expo. The development is mixed-use, comprising offices, a shopping mall, a variety of F&B outlets and entertainment options.
The Mercedes-Benz Living suites opened in mid-April with rates starting from S$400 (RM1,185) a night. The pilot project started with Mercedes-Benz Living @ Fraser at the Fraser Suites in Kensington, London last November. This included six apartments in the heart of the city’s most exclusive neighbourhood. Following feedback from guests, tweaks have been made to the Singapore offering. Many guests felt the Mercedes-Benz presence was not strong enough and wanted to see more features associated with the brand.
Christian Geiss, who works in the business innovation department for Daimler, Mercedes-Benz’s parent company, says: “Our customers driving Mercedes-Benz cars told us they want to have a closer connection to the brand.” With London and Singapore now onstream, Frasers is looking at other gateway cities such as Paris and Sydney to launch similar concepts.
For more information and reservations, visit www.capribyfraser.com/mercedes-benz-living-at-fraser.
This article first appeared in the June + July 2016 issue of Haven, which comes complimentary with The Edge Malaysia Weekly. Subscribe here for your personal copy.
