Shama calls itself a lifestyle provider -- to provide serviced apartments that epitomise comfort, style and luxury. Shama is one of the first providers of boutique serviced apartment building in Hong Kong and now operating 12 properties in Hong Kong and Chinese Mainland, with many more forecast in additional China cities and gateway cities across Asia.

In early 2007, Shama entered the Mainland market with Shama Luxe at Xintiandi in Shanghai. This project not only marked Shama's first property outside of Hong Kong, but is also the first in the portfolio to be branded under the newly launched premier tier "Shama Luxe."

Winnifred Wong, Marketing Manager of Shama, tells us that Luxury is not just about feeling good, but living good too. And this is certainly what the Shama brand has in mind.

Q: What unique services does Shama offer to its residents that sets it apart from other boutique apartment brands?

A: Shama has both passion and personality, setting us apart from other serviced apartment operators. These qualities are apparent during the creative process when designing our apartments and club house facilities. For example our apartments are beautiful and functional, combining hip style with supreme functionality. At Shama, we anticipate the needs of our tenants. We are able to offer a unique personalised service for our guests. We know our guests' names, their habits and idiosyncrasies - when and how they like their rooms to be cleaned and serviced and unlike hotel rooms, our guests will have the comfort and security of knowing which Shama member was responsible for servicing their apartment.

Q: How does Shama compile information on local venues to enhance its residents' lifestyles?

A: Shama offers an exclusive lifestyle programme 'no boundaries', which fast tracks tenants' social lives upon arriving in the city, so that they can make the most of their new city and live like a local. Unlike other lifestyle programmes in the market, we constantly review and update our 'no boundaries' programme to ensure that our guests have access to the latest and trendiest hot spots in the city. We also offer weekly guided "Hood Tours" of the tenant's local neighbourhood which enables guests to quickly accustom to life in a new city.

Q: What design concepts are used to add original touches to each apartment residence? What local qualities have influenced apartment designs in Shanghai?

A: Whilst each of our properties has a different style there is a vein of similarity that runs through them all. The Shama look is luxury contemporary. Each piece of furniture must be beautiful and functional. From furniture to fittings, Shama apartments combine hip style with supreme functionality. All materials, from hand-knotted rugs to original artworks, are selected in-house to ensure comfort, quality and conformity with Shama's vision. For each property our design team introduces local touches and creates welcoming spaces that reflect our East-meets-West heritage.

Setting new standards in luxury living, Shama Luxe at Xintiandi is comprised of one hundred magnificent serviced apartments, each individually designed by renowned architect Filippo Gabbiani. Considering its exceptional location in the beautifully restored Xintiandi district, where charming historic lanes meander through an endless array of fashionable boutiques and restaurants, the designer has brought a distinctive aura of contemporary chic to the Shama interiors, which are luxurious and functional, yet incredibly hip, to match the surrounding environment. While from the wooden floor inside the room, you can also sense a traditional Shanghai style of nostalgia.

With a mixture of 1, 2, and 3 bedroom apartments ranging from 92 to 193 square meters, the property--a total space of 15,793 square meters--is targeted at Shanghai's most discerning corporate professionals, looking for an ultimate bachelor pad or perfect family home.

Q: What additional luxuries does the Shama Luxe brand provide?

A: Shama is a lifestyle provider. Our philosophy is to provide serviced apartments that epitomise comfort, style and luxury. We place a great deal of attention on both quality and design. Shama's premier brand "Shama Luxe" apartments all enjoy prestigious addresses and extensive clubhouse facilities. The spacious, contemporary interiors are exceptionally well appointed and serviced to exacting standards. We are committed to hiring and training the most experienced and qualified of staff, so that we have a dedicated team of professionals who work on improving service quality in innovative and practical ways. Carefully chosen and fully researched, each Shama property is located in the heart of that city's prime commercial and residential districts, or in upcoming commercial centres and residential areas in major gateways in the Asia Pacific.

We also put passion into the lifestyle element of our brand. We aim to enhance this experience by creating a sense of belonging through our 'no boundaries' lifestyle programme, which fast tracks our tenants' social lives by offering a personal concierge service, access to the city's leading members-only clubs and fitness centres and a constantly updated selection of retail and dining privileges.

Q: What was the reasoning behind choosing Xintiandi in Shanghai as the site of the first Shama Luxe?

A: Shama Luxe at Xintiandi is a dynamic 31-storey tower featuring 100 luxury apartments whose tenants have access to a 7,000 square meter five-star clubhouse within the complex. And Shama Luxe at Xintiandi is the group's first property to open under the brand's new elite tier, Shama Luxe, which will set a new benchmark of unprecedented luxury on the city's serviced apartment market. In order to match the top end concept, we chose the location in the heart of downtown Shanghai. People who consume here are the real social elites and with an open mind to enjoy the most life can offer. We are confident that the superior location, design and management of Shama Luxe at Xintiandi will make the property the most sought after residential address in the city. Here we appeal to executives and individuals wanting an aspirational lifestyle.

Q: How does Shama identify and secure new locations for expansion?

A: One of the key aspects of Shama's success is the location of the properties we manage. Shama currently manages 7 properties in Hong Kong, 4 in Shanghai, 1 in Dalian and a new property in Bangkok which will open in Q4, 2010. We always ensure our properties strategically located and well placed to provide unparalleled accommodation and attentive service to business travellers across Asia.