September 12, 2007

Asia | Singapore

Singapore’s David vs Goliath

By Nicole Cotroneo

There’s a new joint in town that aims to give Raffles a run for its money.

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Until now, Singapore’s small but burgeoning boutique hotel niche was anchored to funky Chinatown. But with the opening of Naumi today, the trend toward intimate-and-stylish has officially penetrated the center of the city — and quite brazenly, too. The new $28 million, 40-room property stands right across from Raffles Hotel, the sprawling grand dame of the metropolis, which celebrates its 120th anniversary this year. But what it lacks in size and history, the Naumi makes up for in personalized service. Instead of queuing at the reception desk or tracking down the concierge, guests hit up their own “Naumi aid” who will orchestrate everything from airport pick-up to in-room dining. For the latter, your aid will simply send up a personal chef – all Naumi’s suites are kitted with fully-equipped kitchenettes, and some with outdoor dining patios too. You won’t need an assistant to check your flight schedule or the stock market ticker tape, though — your cool internet-enabled telephone will inform you at the touch of a screen.