HBA DNA partners with Onyx Hospitality Group to develop new hotel concept

HBA DNA announced its first major project with Bangkok-based ONYX Hospitality Group. Shama Hub will be an all-new serviced apartments and co-living concept.

Development deals for the first Shama Hub properties have been signed in Haikou and Changchun in China. Negotiations with various other parties are in progress, and ONYX Hospitality Group will make additional management signing announcements for Shama Hub across the Asia-Pacific region in the next months.

Featuring contemporary design inspired by the location of where the properties will be built, Shama Hub was developed to meet the need for short-to-medium term living on a space-efficient floor plate, appealing to a rising community of travelers termed as the “informal generation.”

The prototype is the “Shama Hub Bangkok Pratunam” studio apartment, which was developed to demonstrate the brand’s flexible characteristics along with a playful interpretation of its location in the Pratunam district of central Bangkok. The prototype room was designed to offer flexibility for different work, play, dine and sleep needs. This studio apartment can sleep up to four people, while also incorporating a dedicated study alcove, space to entertain and a kitchenette and dining area.

The key features of Shama Hub studio apartments include the Flex Pantry, a modular mini-kitchen with integrated fridge, microwave, utensils and sink; Flex Sleep, including a king-sized bed complemented by a foldaway wall with two additional beds in select units, accommodating up to four adults in a quad studio configuration; Flex Lounge, a modular seating which can be easily arranged to facilitate various functions; and Flex Smart, which includes a separate shower and WC rooms with dedicated vanity space in select units, so up to three people can get ready concurrently.

The flex studios are complemented by The Hub, a social lobby that integrates check-in and check-out, cafe, bar, grab-and-go counter, co-working and informal meetings space.

Photo credit: HBA DNA