“Shama Hub combines hospitality innovation with the changing needs of millennial travellers — that no longer see their room space as a place to sleep; but to work, rest and play.”

The tone of voice was created to provide a more accessible, friendly and provocative feeling to the brand … the use of language was deliberately younger and personal in vocabulary …

“You’re not looking for a standard room packed full of useless stuff you don’t need, there are far more interesting things to think, see and do in the city at your doorstep. You’re looking for a cool space to call your own, to make your own, where you can feel at home. Our flexible studio living concept is cool with the sublime touch of ooooh, and useful with a satisfying slice of yeeeaaah! Every Shama Hub room is customised to be your springboard to freedom. So don’t do the same old, boring same old; find freedom your own way at Shama Hub.”

From authentic and iconic to studio living redefined. The sentiment of the Shama Hub brand is inspired by their neighbourhoods, the unique stories and local authenticity — that is simply not seen as the large chains of hotels — it is this charisma and local charm that give each of the Shama Hub properties, its character and roots. Combined with the flexibility of room design — that transforms a bedroom into a dining room; into an office; and into an entertainment area, using local materials and echoes local flavour.