Bangkok-based ONYX Hospitality Group is to inveil its all-new serviced apartment and co-living concept, Shama Hub.

Fusing high-energy public areas with innovatively-designed apartments, Shama Hub has been developed to meet the need for short to medium term living solutions on a space-efficient floor plate, whilst appealing to a rising community of travellers seeking a design-forward, functional and value-driven experience.

“Our Shama brand has always been known for its ‘no boundaries’ lifestyle programme aimed at fast tracking the social lives of our medium to longer term guests," comments Douglas Martell, President & CEO, ONYX Hospitality Group.

"With Shama Hub, we are combining the foundational proposition of Shama with smart engineering, playful design and a witty mindset, targeting a newer segment of travellers: the ‘informal generation’. These travellers are not defined by age, but by their quest for innovative and uplifting living spaces that align with their personal style and creativity.”‏

‏The Shama Hub brand concept was developed by ONYX Hospitality Group with creative input from HBA DNA, a branding division of leading international hospitality design firm Hirsch Bedner Associates.

The concept is being unveiled in conjunction with the inaugural Serviced Apartment Summit Asia 2019, where ONYX Hospitality Group launched its prototype ‘Shama Hub Bangkok Pratunam’ studio apartment.

This prototype has been developed as a demonstration of the brand’s flexible characteristics along with a playful interpretation of its location in the Pratunam district of central Bangkok.‏

The prototype room offers a first-hand experience of how the Shama Hub quad studio has been cleverly designed to offer flexibility for different work, play, dine and sleep needs. This studio apartment easily flexes to comfortably sleep up to four people incorporating a dedicated study alcove, space to entertain and a kitchenette and dining area. ‏